Don't look now, but Amazon is currently toying with removing the Kindle label from the ebooks it sells on its site.
Four days ago a reader (Thanks, Steve!) told me that Amazon was no longer showing the label "Kindle ebooks" in book listings. Instead, he and several people on MobileRead are now seeing Amazon label its ebook offerings as "Digital Books" (except for one bloke who is seeing "eBook").
I can only see the new label when I browse Amazon's website in Silk on my Fire tablet:
I have another confirmation from Mike Cane on Twitter, and he is as baffled as the rest of us. "That is a very strange A/B test Amazon is running," he tweeted. "Something is up somehow."
He's not wrong.