NBC -- In a twist of marketing, Amazon.com has turned to television to get you to read it's Kindle EReader.
Amazon says it now sells more downloadable EBooks than hard covers.
Changing from Amazon's earlier days, fifteen years ago, hardbacks were top seller.
EBooks offer convenience, and are cost saving.
A twenty-five dollar hardback will run you ten bucks for a digital copy.
The price of the device is also dropping.
"So, we're starting to see very good products come down to a level where consumers can actually afford them,"said Consumer Electronics Analyst Sarah Rotman-Epps.
Amazon is not the only one trying to get you to buy into the idea that reading is not only fundamental, but has fundamentally changed.
"Barnes and Noble and Apple and Amazon and all these companies are spending a lot of money to let you know about their products and their message is getting through," said Rotman-Epps.
There was a billion dollars in electronic sales last year, and this year they are expected to bring in one- point-six billion dollars.