The Amazon Kindle eBook store is the biggest and most widely used eBook store on the web.
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Pro Often has lower prices compared to other eBook retailers
Amazon being as large as they are can often undercut the pricing of eBooks. This is not always the case as a lot of eBooks have their prices set by the publisher. this is called agency pricing. But on non-agency eBooks Amazon is often the cheapest store.
Pro App for almost every platform
Amazon offers the Kindle app for just about every platform. So far there are apps for Android, iOS, Blackberry, PC, Mac, and Windows Phone 7. Conspicuously the Linux platform is absent from that list.
Pro Lots of 100% discounts
Pro Self publishing
Amazon allows for users to self publish eBooks and audiobooks.
Pro Kindle Owners' Lending Library
The Kindle Owners' Lending Library is a feature of Amazon Prime, a service that costs $99 a year that includes such features as free two day shipping on Amazon orders and a membership to their video and music services. The Kindle Owners' Lending Library has more than 600,000 books users can borrow (one at a time) with no time limitation.
Pro Send eBook as gift [US only]
The Amazon Kindle store allows for users to send eBooks as a gift to any e-mail address of their choosing along with a custom message, though for now this feature is US only.
Pro Offer optional subscription service
Amazon offers an unlimited (actually it is pretty limited) eBook service similar to what netflix offer for movies. Though the selection is on the smaller side compared to their regular eBook store.
Pro Kindle Daily Deals
Amazon offers discounted eBooks daily for their "Kindle Daily Deals". The eBooks can be as much as 80% off the normal retail price. Though often the eBooks on offer of of low quality or unheard of titles.
Con All eBooks are in a proprietary format
Unlike other eBook stores, Amazon does not offer .epub's (a free and open eBook standard) for their Kindle devices. What they do offer is a proprietary format that only will work on their own Kindle devices. Sadly this creates user lock in as there is no way to take those digital titles to another reader without stripping the DRM from them (something that may or may not be illegal in certain countries) and converting to a format that does work on said other devices.