I had that happen when I tried to purchase and ebook I had already purchased but got the prompt from Amazon. On, the other hand I have also gotten prompts from Amazon to purchase an ebook I have previously bought again!
This happened after allegedly I had previously reached the limit of downloading the ebook different devices. I tried deleting the ebook from different devices however I was still unable to download the ebook to the device I wanted to read it on. I didn't want to deregister a device the ebook was on to add it to my new device so it looked like the only option was to purchase the ebook again. However, after calling Amazon customer support they sent the ebook to my new device free of charge.
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