Nope, that's the whole point of the Kindle. The privilege of buying only from them!
Technically speaking it might be possible. You would have to fool Amazon.com into thinking you had a Kindle in your account. Once you 'buy' an Amazon e-book it's encrypted to work only on that Kindle. As far as I know the only way to register one is with the device itself.
If they opened their online store to more readers they would probably sell more books. But that is apparently not good enough.
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