Yes. In fact we'd NEVER use Amazon tech to make an ebook.
But actually Amazon recommends you upload reflowable epub2. They then convert to all the kindle formats.
Create using styles in a Wordprocessor. Either extra Save As docx (I've no idea about RTL languages and docx) or HTML and import to Calibre.
Convert to epub2.
For local preview on a Kindle, or Smashwords distribution for Kindles, convert the epub2 in Calibre to dual Mobi. You'd also want to upload an epub2 to Smashwords for anything not a Kindle.
There are also epub Apps for the iPhone. The iPhone Kindle App can work with locally created ebooks, but it's really only meant for ebooks bought from Amazon.
I use 3rd party epub apps on phones and tablets. Only using Kindle, Kobo and GooglePlayBooks for their stores. Borrowbox for the local library.
I use decent epub apps for everything else. The wiki here lists ones that work on an iPhone. Lithium is good on Android. So is Aldiko Classic on older phones.
Many epub apps are rubbish because they don't support embedded publisher's fonts (probably important for Arabic) or the publisher's CSS.
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