Jeff Bezos, founder and CEO of Amazon.com said,
“We’re absolutely delighted to have reached this agreement with Pottermore. This is the kind of significant investment in the Kindle ecosystem that we’ll continue to make on behalf of Kindle owners. Over a year, borrowing the Harry Potter books, plus a handful of additional titles, can alone be worth more than the $79 cost of Prime or a Kindle. The Kindle Owners’ Lending Library also has an innovative feature that’s of great benefit for popular titles like Harry Potter – unlimited supply of each title – you never get put on a waiting list.”
One might wonder how this helps Amazon.com at all. After all, Amazon.com has to pay Pottermore (or any publisher) when books are borrowed from the library. However, these books can only be loaned to those who own a Kindle of some type (any generation plus the Kindle Fire). It doesn't work on any of the Kindle apps.
In addition, in order to borrow, you have to be a member of Amazon Prime, the company's $79 annual special "club" that includes things like free two-day delivery on most items, Amazon Instant video access, and access to the Kindle Owners' Lending Library.
It's not just that, either. Amazon.com wants to get you to the "store." All these things, including the Kindle Fire, are designed to get you to shop more and buy more from the rest of their products. It's sort of the virtual version of what grocery stores do.
You know what brick-and-mortar groceries stores do, don't you? They always put the milk way in the back in hopes that as you head there - and back - you will buy something else. This is no different.
Still, the addition of Harry Potter to the Lending Library has to make muggles, er, customers, happy.