Today Amazon launched a Kindle book gift program. Customers can now email a Kindle book gift to anyone, even people without a Kindle eReader.

The emailed gift can be read on a Kindle eReader or Kindle apps on iPad, iPod touch, iPhone, Mac, PC, BlackBerry and Android devices. Visit the Kindle Store, click “Give as a Gift,” and you can email the gift.

eBookNewser has some comparison on the eBook  gift-giving front: “Kobo announced a similar service yesterday, which begins in early December … Unlike Amazon’s service, the Kobo gift giving option lets givers schedule their gift delivery to create surprises.”

If you are looking to give an entire eReader as a gift to a loved one, consult our eReader Comparison Gift Guide.