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Borders has launched book downloads on its site for the first time in a bid to become the leading UK online bookseller.

Borders has made approximately 45,000 e-books available in PDF and ePub formats as part of an overhaul of Borders.co.uk, becoming the latest brand to tap into the book download market.

Yesterday it was revealed Google is to launch e-books by the end of the year to take on market leader Amazon.

A Google statement read, “We’ve consistently maintained that we’re committed to helping our partners find more ways to make their books accessible and available for purchase.

“We want to build and support a digital book ecosystem to allow our partner publishers to make their books available for purchase from any web-enabled device,” it continued.

However, reports suggest neither Google nor Borders is looking to launch eReader hardware.

Amazon launched the Kindle, the market leading eReader in North America, in November 2007. It’s latest version, released in February, has already sold over 300,000 units, according to reports.

Last month Sony ramped up marketing for its Sony Reader with a sponsorship of the Hay Festival (nma 21 May 2009).

According to Nielsen Online Amazon had 14.2m unique UK users in April, followed by Waterstone’s (722,000), Books Direct (430,000), Thebookpeople.co.uk (330,000) and then Borders (323,000).

The new-look Borders.co.uk, which also includes movie and TV trailers, has been designed by digital agency Tangent One.

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Published 2 June, 2009 by NMA Staff

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