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Amazon has 90% of ebook market.
It's trivial to convert DRM free epub2 to AZW3/KF8 without losing anything.
To really claim to support epub they'd have to support Adobe DRM and all the competing ebook sellers (most apart from Smashwords do DRM), which would be a mad idea for them.
Maybe like MS having to offer Browser Choice they might be forced to include ADE. They certainly aren't going to do it willingly.
Install Calibre. Also consider buying a Kobo ereader and using "Download to PC" on Amazon and reading Kindle AZW books on the Kobo via Calibre and plug-ins.
No epub based dedicated ereader (apart from tablet /phone style devices that can use PlayStore or similar) is going to support Amazon DRM natively either. Certainly not the Kobo.
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