Originally Posted by Turtle91
It would be a very simple software (firmware?) update for them to be able to support ePub. Then ALL devices would support ePub (or at least the ones that matter...)
Amazon just chooses not to.
Of course they choose not to, and quite rightly, too (from their perspective).
Amazon want people to buy from their store. If they were to support ePub, the result would be a far greater number of Amazon customers able to shop at other stores, than customers of other stores able to shop at Amazon. There would be no commercial incentive whatsoever to do this, and nobody could accuse Amazon of not making sound business decisions.