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The Kindle didn't need Oprah. Her endorsement might have helped sales immediately afterwards, but the Kindle already had a ton of press coverage. The Sony Reader didn't have nearly the amount of press, which was probably in part due to the fact that Amazon was entering the electronics biz for the first time. Publicity no doubt had a role to play in the Kindle's success (especially since the Nook and the Sony Reader line have much less name recognition while the Kindle has hitherto not been sold in stores), but it was not just Oprah's doing. Amazon would be in the same position today with or without her.
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