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Originally Posted by DuckieTigger
or practical reasons I would suggest 1:sqrt(2) (1:1.414), like regular European paper.
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On that rationale, Amazon ought to leave the format exactly as it is. You point out that A4 paper used in the EU has an AR of 1.414. But Amazon is an US based company and the standard letter paper size in the US is 8.5 x 11 which has an AR of 1.29. A close approximation to the existing Kindle AR.
You just can't please everyone all the time.