"Kindle is actually a tough product to sell at retail," says Michael Gartenberg, vice president of mobile strategy at Jupitermedia. Sony's e-book reader, a similar product, may have set the tone. It was released earlier than the Kindle in September 2006 and uses the same E Ink technology for its screen—and doesn't seem to have sold particularly well as a retail product at either Sony's own stores or at Borders, although Sony, like Amazon, has not released any kind of sales figures for its device. "It's going to take a fair amount of evangelizing to explain the product, and the best people to evangelize are the users of the products," says Gartenberg of the Kindle.

Among the features that Kindle users have been most enthusiastic about is the wireless-downloading feature that differentiates it from Sony's reader, which requires a computer to first receive the books. Digital books can be delivered almost anywhere to users in less than a minute using Sprint's nationwide high-speed wireless network, fulfilling users' desires for instant gratification. Indeed, instead of cannibalizing sales of physical books, Freed says Amazon's statistics show that Kindle owners more than doubled their overall number of book purchases after getting the device, and that they still bought just as many physical books after getting one as they had before.

Those avid Kindle users have become effective proselytizers, often talking up the device with the zeal of religious converts. Citigroup's Mahaney raves about the ease of taking e-books with him when he travels, and one journalist (who wished to remain anonymous) says that he was initially skeptical about the whole notion of e-books and only got a review copy of it to trash it. "But I love it," he says. "I couldn't find anything bad about it. I use it all the time."

Though the idea of Kindle get-togethers may sound suspiciously like Tupperware parties, Gartenberg thinks Amazon's strategy is different.

"There's a difference between selling and evangelizing," he explains. "Amazon is not asking its customers to sell, it's asking its fans to sell. And they're not making any commission on those sales."

To be sure, Amazon's call to Kindle fans to push the product has had its detractors.

"What an outrageous request from Amazon!" one respondent wrote when Amazon introduced its See a Kindle in Your City message forum. "Take your time, go out in public with your Kindle, and help us sell more Kindles and make more money. I appreciate the offer to become an unpaid pimp for the Kindle, but no thanks, Amazon."