[OpenAmazing]

The ad-to-purchase flow is the killer feature of this device.

(1) These are pre-loaded with your Amazon.com account (the one you bought it with). You don't have to sign in to it, it already knows who you are.

(2) The first ad I saw was a "local deal" for a massage near where I live (for Ballard, in Seattle). This is minutes after first turning on the Kindle. No data entry. I was curious what the user experience was so I opened the ad. There was a Buy button for the massage ($26 for a 20 minute massage). I'm working on an order path / checkout flow for work right now so I was curious to see how they did it on the Kindle. I clicked the Buy button (again, I have yet to do any keyboard data entry on the device) and... I had bought. "Thanks for your purchase" read the screen and my iPhone beeped with the confirmation email.

The Kindle comes pre-loaded with your Amazon account and everything is set up for one-click purchasing.

Genius.

(I debated forward the email to my wife, but just cancelled the order instead).