Previously, a Brit who wanted a Kindle had to have it shipped from the US and then had to buy e-books on the US site in American dollars. Not anymore, says Greg Greeley, vice president of European retail at Amazon: "The opening of the UK Kindle Store allows customers to buy content in pounds sterling and offers a great shopping experience including UK customer reviews, recommendations, bestseller lists and customer service."
The UK Kindle store seems to operate on a different pricing system from the US version. Some of the bestsellers have surprisingly low prices -- Stieg Larsson's The Girl Who Kicked the Hornets’ Nest is just £2.70, and Elizabeth Gilbert's Eat, Pray, Love is £3.58.
However, the actual Kindle devices cost about $25 more than they do in the US store: £109 for the WiFi model and £149 for the WiFi and 3G model.
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— Erin Barker, Digital Content Reporter, Light Reading Cable