Since its launch, I have followed Amazon's Kindle ads and campaigns. Today, you will notice that Amazon is marketing the Kindle for Valentines Day... and if you look back a year ago, you will also notice that the Kindle ads are almost exactly the same. Furthermore, the language is consistent with nearly every Kindle ad to date: it's their best selling, best-reviewed and most wanted / gifted product. It seems that, even after a year, Amazon is confident in wrapping the same messaging in seasonal units.
The Kindle ads for Valentines 2011:
The Kindle ad for Valentines 2010: