Being squeezed by Apple’s iPad and Barnes & Noble’s Nook, Amazon’s Kind promotion has moved from hardware to software.

Before the iPad was released, I noted how Amazon aggressively ramped Kindle promotions. The marketing seems to have shifted to platform / application: regardless of the device, Kindle can power your reading experience.

Additionally, the same core messaging applies: Amazon’s selection in unrivaled. As an iPad owner and iBooks user, this is resonates.

They marketed 420,000 titles on March 1 and less than two months later that number is 500,000+ – a 20% gain.

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