Amazon has been expanding its offerings in digital content—in many ways extending com-petition against Apple, but also leading the way in digital books. Although it was not the
first manufacturer, Amazon is reportedly the largest seller of e-readers with the Kindle.
Amazon does not report sales separately for the Kindle. Amazon also noted in 2011 that e-books for its Kindle reader have overtaken sales of paperback books as the most popular
format. The e-books had already exceeded hard-cover books the year before [Wu 2011]. For
many of these reasons, Borders, a bricks-and-mortar competitor to Amazon went under in
2011.