Amazon has launched a cloud-based version of its Kindle e-reader, allowing users to buy and read Kindle e-books from any device from within a web browser. Based on HTML5, the reader requires no download or installation and automatically stores books locally for offline reading.

The move comes just two weeks after Amazon and other e-book companies were forced by Apple to remove links to its Kindle store from its Kindle for iPad app. Now with the web app, customers can bypass these regulations to browse their Kindle books on any device and make Amazon purchases.