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I think you're expected to use iTunes to get the file onto the device, not sideload it yourself.
(I have a Kindle app on my iPhone and have never had any problem with how my books display. I don't use an iPad, except occasionally to check a book on a friend's tablet, and I've never had occasion to load a book onto it other than by downloading from the Amazon store. So I am not au courant on this.)
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