Amazon Launches the Kindle Owners' Lending Library

Amazon has today launched an initiative to provide one free book per month to its Prime subscribing Kindle owners.

If you own a Kindle (the hardware -- not just some Kindle software), you now have a choice of one book per month that you may 'borrow' from Amazon. Amazon is offering "thousands of books" including "over 100 current New York Times bestsellers."

While this isn't quite the rumored "Netflix of books," it is certainly a welcome advantage for Prime subscribers. With benefits including free shipping, streaming video, cloud storage and music, and now books, Prime has become an affordable, mainstream, and useful subscription to own.

Considering Kindles can be had for as little as $79 (the same price as a Prime membership per year), Amazon is painting a truly attractive picture for consumers ahead of the holiday season.