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Previously, users were only able to read the free first chapters of Kindle books on the web.
In addition, independent, third-party booksellers and self-published authors will now be able to sell and allow readers to read their content via widgets on their own sites, Amazon said in a statement. Sellers can also earn referral fees through Amazon's Associates Program for sales made on their sites.
Google announced a nearly identical program yesterday, although the company has not yet released a widget that enables website publishers to allow e-reading on their own sites.