Amazon has introduced a new variation of the Kindle Store, optimized for the iPhone and iPod touch. The website is tied to the Kindle for iPhone app, in which users tap the Get Books button to launch the Kindle Store link in Safari. The formatting of the website has been specially tailored to the size and dimensions of Apple handhelds.

Kindle for iPhone is described mainly as a companion to the dedicated Kindle hardware, allowing users to continue reading e-books when switching between mobile formats. The feat is accomplished in part through Whispersync, which records bookmarks from Kindles, iPhones and Touches and ensures that a person can continue reading from a given point when loading the same file on a different device. Amazon may theoretically integrate book purchases directly once the option becomes available through the iPhone 3.0 firmware.