Amazon has had a fantastic year in 2009. Much of the credit for that must go to the Kindle ebook reader family. The Kindle 2.0 and its younger but larger sibling, the DX, have been a massive success for Amazon. The Kindle is now Amazon’s top selling product.

Right now the Kindle accounts for 60% of the US ebook reader market. The Kindle 2.0 recently launched internationally. Even if Amazon don’t achieve the same high level of success worldwide – although it’s difficult to see why they wouldn’t – the enlarged volume of the market is going to help Amazon to achieve even stronger returns next year.

There are those who suggest that much of the Kindle’s success up to now has been down to a dearth of genuine competition. Whilst it may be true that there weren’t many e-book readers around to go head to head with the Kindle in the early stages, it would probably be nearer the mark to say that the Kindle’s success was chiefly due to the fact that it was an innovative, market changing product.

There are certainly enough alternative readers available today – or due for release in the near future. The long list of manufacturers which either already have their own readers on the market or scheduled for imminent release is a strong sign of the level of growth which can be anticipated in the e-book reader market. Whilst it is true that the market for ebook readers is still nascent, it has received support from various different sources – including the world of academic publishing and various political bodies. Rapid growth looks inevitable.

Another good indicator of the anticipated level of growth in this sector is the large volume of third party goods available to protect, customise and accessorise ebook readers. Currently the bulk of these goods are intended for Amazon’s Kindle reader. If you are looking for a Kindle cover, Kindle reading light or a spare charger then there are plenty of independent manufacturers more than happy to cater to your needs. The choice for new readers, such as Sony’s Daily Edition and the Nook reader from Barnes and Noble will gradually expand as their popularity rises.

Just as 2009 was a good year for Amazon, we can expect 2010 to see ebook readers become generally more popular. Amazon’s dominant role will be challenged and higher levels of competition will naturally lead to lower prices – quite possibly to the point where such readers are considered to be a mainstream consumer item rather than a high technology gadget.

Many business analysts have suggested that a price of around the $ 150 mark would allow this to happen. Bearing in mind the level of competition in the sector, it’s not out of the question that this price point would be attainable during 2010.