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Amazon just upped the ante in the eBook reader wars by announcing a new benefit for Kindle owners with an Amazon Prime membership. It's called the "Kindle Owners' Lending Library," which is, well, a lending library for Kindle owners who are currently or plan to become members of Amazon's $79/year Prime service. The online library gives Prime members access to over 5,000 books to borrow for free, including over 100 current and former New York Times Bestsellers.








