Amazon has opened up its Kindle device to developers, promising launch of its very own App Store offering developers 70 per cent of the take, the latest in a series of moves on the part of the company as it attempts to combat the upcoming Apple tablet.

“We’ve heard from lots of developers over the past two years who are excited to build on top of Kindle,” said Ian Freed, Vice President, Amazon Kindle. “The Kindle Development Kit opens many possibilities–we look forward to being surprised by what developers invent.”

Amazon will release a set of programming guidelines that other companies

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