As I understand it, you can borrow 12 books a year w/your Prime account. Check your local library to see if you can borrow Kindle books there - over 11,000 nationwide are participating.

Regrettably, even though I have and like Prime, I have no interest in Kindle hardware. I have an ipad on which I run/use the kindle reader. I do buy Kindle books not 'iBooks'. But even if I get a new tablet, it would be another full-size, full-function tablet - ipad or android - not a Kindle (and no, even the 'fire' isn't there).

Having said that, I'm not an Apple Fanboy type, and have never liked their 'big brother' ish aspects (a key reason I buy kindle books, not iBooks - I object to their tactics blocking others from linking to stores).

But this deal actually gives me that same feeling about Amazon... You gotta have Prime AND buy kindle hardware? Actually makes me think less of Amazon. Kinda feel like as a loyal prime customer and kindle book purchaser, I should be able to have this same benefit, even though I don't have their machine.

Not to mention... even if I was -thinking- about a Kindle, one free book a month wouldn't really sway me.

@kcjones99: Really?

Heaven forbid that Amazon tries to, you know, make money. Nothing is ever free. You're a fool if you think Amazon is going to be philanthropic and trying to combat illiteracy by offering paid books for free. The perk for Prime is free 2-day shipping and now this. What? You want a free Kindle, too? Waaaa.

The library offers free stuff. That is the place for people like you.

If you're paying for prime, then $79 for the cheapest Kindle should not be a huge cost for you. Grow a pair.

Great feature. They will continue to add value to the Prime membership. Something for everyone. Free two day shipping, streaming movies and TV, Kindle lending library.... and more.

To those who are sad that they can't borrow books because of a free prime account or no prime account- your library probably loans kindle books free. And you don't need a physical kindle. Check and see. Mine does, as does just about every library in NH.

Can't believe people without Kindle hardware are so upset with this! You didn't buy a Prime membership because you thought you could get free book 'rentals'. You bought it for whatever perks there were AT THAT TIME and for the no charge 2-day shipping. They keep adding things to sweeten the deal for certain loyal customers (who were more loyal than you because they actually bought a Kindle), and you get upset? Do you get upset because your grocery store gives 10 cents off a gallon on gas to people who spend $100 or more a month and not to you who only bought $50 in groceries there?

With loyalty comes rewards. With MORE loyalty comes MORE rewards. You paid for Prime...they rewarded you with free on-demand streaming. Someone else paid for Prime AND a Kindle, they also get free book lending. Different reward levels for different loyalty. Like ANY loyalty program out there. Get over it! I swear we've created such a sense of entitlement in this country...

Awesome. I wasn't really sure if the $79 'investment' in prime would pay for itself. In the past few weeks the streaming library has grown, and now free books for my Kindle. What was the primary benefit (2 day shipping) is quickly taking a back seat.

Amazon is making me look like a genius for getting Prime!

@bdoug399 and @g35girl: I don't feel like anyone was raging against Amazon in these comments. Maybe I'm missing the point, but I felt like the two of you were more upset about the whole thing than either @kcjones99 or @bingo969.

Maybe that's because I don't qualify, so I empathize: I have an Amazon Prime Student account and I own a physical kindle. I can borrow books for free from my local library, so I'm not up in arms that I don't qualify to borrow books from Amazon. Admittedly, it would be nice to be rewarded for paying coughwaytoomuchcough for my Kindle three years ago, but the enjoyment I've gotten out of having it is reward enough for me.

Frankly, this new perk does make me consider purchasing a Prime Membership, which I think was the idea. I love the benefits I do get (free two day is so awesome). When I add to that gratis book rentals and free/discounted on movie/TV rentals with my Roku, it might actually be worth it.

Congrats, Amazon: you've achieved your goal. =)

@novastarj: I realize you qualified your statement by saying "to best take advantage of...", but it should be made clear that you don't need any special hardware to take advantage of Amazon Instant Video. Works great on my computer and 24" monitor...or laptop or various other devices people probably already have.

@centricity: Has a lot to do with that mindset than anything. However, not only the comments here, but elsewhere as well on this same deal have rubbed me the wrong way. People are so quick to complain about not getting something for nothing. The sense of entitlement of people in this age is ridiculous. I not only have a Prime membership, but a Kindle, too, so obviously I'd have no reason to complain, but I still wouldn't if I had just Prime. Heck, I even have the Kindle with Special Offers, so I get even more value out of the whole deal. But even with those people complained about the ads and never buying something with ads on it. I enjoy it. And it saves me money.

@bdoug399: Here I thought I spent enough time on the internet! =)

I might be projecting: I'm not upset by being excluded. I didn't have to pay for my Prime Membership and I've very much used it. Maybe because of that, I figure others aren't upset, either.

Just reading here, I felt like the "anti" comments here were pretty reasonable -- mildly disappointed but not angry -- and some of the reaction to those comments wasn't as understanding. I guess I don't have the whole picture and I can certainly understand your frustration with unrealistic entitlement issues.

@bdoug399: Hurray !!

Per an article in the Huffington Post, none of the six major publishing houses are participating in this 'lending library.' Doesn't matter really, this is an additional perk for Prime subscribers. http://www.huffingtonpost.com/2011/11/03/amazon-lending-library-kindle_n_1073828.html For non-subscribers, remember that you may be able to borrow books from your local library.

In addition: I'm not sure if everyone is aware that there are literally 1,000's of free books that you can download to your Kindle (& apps.) Some are classics, some are 'new' books that are offered free for a limited amount of time.

If you follow the Kindle discussion board on Amazon, you will find a poster there (Happy Reader Joyce, I think) that posts free offerings as they come up. Look for threads that are titled, "Free Books - (& the day, date) Example: http://www.amazon.com/forum/kindle/ref=cm_cd_ttp_ef_tft_tp?_encoding=UTF8&cdForum=Fx1D7SY3BVSESG&cdThread=Tx1ED5HDHHHB2IK

@imadork: If they extended the library to secondary accounts, would that be sub-prime lending? :)