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Most eBooks that I download are just the Mobipocket book, either .prc or .mobi. You'll want to make sure that your web server delivers the right mime type for those files, though, so that the receiving system knows what to do with them.
If you want to see what others are doing, check out the Mobipocket books here at MobileRead and the free books from Feedbooks, Manybooks, and Baen.
And -- though no one has pointed it out -- not all eBook readers can work with Mobipocket books. While it is possible for the downloader to convert the file from Mobipocket to the format used by their reader, it would be a kindness for you to do so and offer the book in multiple formats. The absolute minimum would be Mobipocket (.prc or .mobi), Sony BBeB (.lrf), eBookwise (.imp), Microsoft Reader (.lit), and ePub open standard (.epub).
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