Online store giant Amazon debutes an updated version of Kindle for the web, offering a demo today.  This is believed to be Amazon’s response to Google’s hyped introduction of Google eBooks and the very interesting eBookstore tactic.

While the details were not fully divulged to the media, one thing is crystal clear—the new version of the web-based Kindle is not yet for sale, but may be available in the market early January of 2011. In a statement from Allen Weiner, a research analyst at Gartner predicted: “It could get an official launch at the Consumer Electronics Show in early January. The Kindle for the Web concept first surfaced about a month ago and seemed like a “natural evolution” of Amazon’s e-book strategy.”

The launch of a web version of the Kindle means anyone with a computer will be able to buy and download ebooks. This is only an upgrade since Amazon already had Kindle for the web.  Kindle works under the same principle as Google’s ebooks, and aims to be as competitive as possible in this booming market.  How successful it is, however, is a decision left to the readers and independent book sellers—whose platform they want to back up.  As with similar markets with varied outlets and approaches, however, we’re sure to see services that encompass all available platforms for marketing and monetization in the publishing industry.

The  reason  experts note as a cause for this sudden move is for  Amazon  to  keep up with Google, though Google’s launch of its e-bookstore yesterday was, in a sense, a way for the search engine giant to catch up with Amazon, Apple and the like.  Nevertheless, Google could pose a real threat to Amazon. Why? Google has a formidable name and can support many more devices. Moreover, Google is looking into developing and supporting PDF and ePub, while tapping into the myriad of resources it’s been working with on other digital text initiatives.

The competition heats up as more and more people get hooked to eReading and its capabilities. Barnes & Noble’s Nook e-reader with colour touchscreen was also launched recently in time for the holidays and gift giving season. This e-reader specifically runs under Google’s Android operating system and can be used to view digital books, newspapers, magazines and even children’s books.