Kindle for PC app, available as a free 5.17MB download for Windows 7, Vista, and XP. Much like the Kindle for iPhone app, Kindle for PC syncs your Amazon e-book downloads and shows them on your computer for convenient reading either when you're away from your svelte e-book reader or if you chose not to buy it in the first place. A Mac version, Amazon says, is "coming soon."

Though not necessarily revolutionary, the Kindle for PC app does the job. Among other benefits, it syncs your last read page with Whispersync, syncs Kindle notes, and promises to utilize Windows 7's touch technology, allowing readers to pinch-zoom, and, in future releases, turn pages with finger swipes. Amazon is reportedly working on the ability to create notes and highlights on your PC and a search function. What you can't do is view blogs, newspapers or magazines -- not a big whoop given you'll be at your computer, but still...

Check out the sample banner ad above (Click image to enlarge). See anything curious? That's right: Amazon is showing a color illustration displayed on the model PC. There has been loads of blab about color debuting on U.S. e-book readers (one is available for over $1000 in Japan), though the technology seems a bit down the road. Is this Amazon's flirtatious hint toward bringing full color to future iterations of its reader?

It's Amazon's hope that additional portability for Kindle purchases will dissuade e-book fans from adopting competing technologies. But until Amazon loosens its DRM and embraces the burgeoning ePub standard, the company may experience roadblocks as e-book readers evolve.