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I think that Amazon is in a unique position that they are so big in the p-book distribution they can pressure the publishers to make the e-books available. I give them credit for adding the button to request the book as an e-book.
I actually wish they could have a regular one button "Buy this as an e-book" button with a follow on message that said sorry it's not available we'll notify the publisher of the demand. I understand they can't do this without seriously upsetting customers but it would be very powerful to show publishers how many actual sales they lost and how the $ value keeps rising.
Hmmm... maybe they could add a button that says "Add to my nonDRM ePUB Wish List" and they could track how many sales Amazon is losing.
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