Now it seems like Amazon may have let the horse out of the barn before he was ready to run. Some iPhone users are having real problems with using the new Kindle app. They either can't get the Kindle store to send the item because it thinks they don't have a device registered, or they have problems reading certain types of books (no zoom for images on the iPhone Kindle app).
Still, the iPhone community seems pleased at the prospect of being able to use Amazon/Kindle to buy books. I wonder if Amazon's main motivation in creating this app was to sell more books or to sell more Kindles? The syncing feature suggests it was Kindles, but maybe Amazon just saw it as win-win.