Four years ago, Amazon’s Kindle set the market for e-books ablaze, actually putting ebook firmly on the map and virtually (pun intended) creating an entire new industry. Ebooks are now multiplying and the number of readers is expanding every day. So is the number of ereading devices and formats, which complicates the lives of self-publishing authors who have to invest time and energy in putting their books on many shelves, each requiring work to become visible among the masses of ebooks.

With limited resources to apply to their ebook promotion, a self-publish author has to decide to which platforms his efforts will bring the highest return. For writers writing for well defined niche market, like ice skating related fiction for example, some distributors catering specifically to that market and these might well be the best options. For those writing in a more general genre, say mystery for example, the main distributors are a must. Yet, is it best to shine on Amazon, B&N, Kobo or any other big one?

The last months have seen Amazon edge on the market slipping down as its competitors are catching up, which caused writers to make more efforts to increase their visibility on more platforms. Amazon main competition comes from distributors relying on Apple’s iPad. Now Amazon is launching a new device to shake up the competition.

In order to gain market shares, Amazon is offering Kindle Fire at less than half the price of the cheapest iPad. By pricing is at $199, which is estimated to be $10 less than its production price, Amazon is selling the device at a loss. It is banking on making up for that loss through a significant gain in ebooks, movies and other virtual products sales through its.

The lines that built up outside Best Buys when the HP touchpad went on sale for $99 are a clear indication that the market is hungry for tablets, so by attracting tablets buyers with a low price, Amazon is securing access to an expanding target audience for its proprietary apps for delivery system.

For authors, this means that the number for potential buyers from Amazon is likely to grow substantially, in parallel with the Kindle Fire sales. Preorders for Kindle Fire, accepted right after its release announcement last September 28, show that the first six days after the product’s introduction reportedly brought Amazon 215 000 early orders. And when shipping of the device starts in November 15, critics predict that sales could rise even faster.

In addition, the new Kindle Fire vs. Nook reviews have Kindle Fire winning on all counts.

So, with Kindle Fire biting into the iPad market and shadowing the nook, authors would do well to invest the lion’s share of their ebook promotion efforts to raising their visibility on Amazon, since that is where the potential buyers’ pool will grow fastest.