Amazon, maker of the popular Kindle e-reader, is trying to cement its leading position as the top maker of e-readers -- and distributor of e-books -- by making content available on other devices.

The move comes just two weeks ahead of the launch of Apple's new iPad tablet, a device with broader functionality than the Kindle, but which includes an e-reader application. The iPad is seen as a strong challenge to Amazon.

The online retailer has already made its Kindle books readable on devices such as the Blackberry from Research In Motion Ltd and the iPhone and iPod Touch. Kindle books are also readable on PCs.

Amazon shares were up less than 1 percent to $131.99 on the Nasdaq in midday trading.

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