Amazon finds a promotional ad unit they like… and they stick to it. I’ve written before about Amazon effectively selling the “buy / create once, access anywhere” tagline. It’s simple and it speaks to:

Amazon being more open / compatible than most, and
Amazon’s content being portable – ‘don’t lose content you’ve already purchased’

Here is the promotion for the Kindle Cloud Reader – meaning purchases are accessible via browser, app, and Kindle. And the Cloud Reader itself is accessible anywhere the browser is … in other words, everywhere:

And here is Amazon’s Could Player unit:

Here is the original Kindle promotion:

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