Starting from June 30, 2024, Kindle China Electronic Bookstore will cease cloud download services, and any e-books that have not been downloaded will be unable to be downloaded and read thereafter. Meanwhile, Kindle customer service will also cease support. Prior to this, Kindle China Electronic Bookstore ceased operations on June 30, 2023. The farewell of Kindle was already expected. As one of Amazon's most successful hardware products, the Kindle recreates the experience of paper books in electronic form, and was once popular worldwide for its ease of reading and eye protection. The innovative e-ink screen has brought portability and scalability, which is where the progressiveness of the Kindle era lies, and this is why the Kindle developed in full swing in that era. The reason why Kindle gradually fell out of favor in the market is also its product advantage. Kindle restores the experience of paper books, but cannot resist the changing reading habits of the general public. The Kindle's pursuit of "pure reading" without Internet access makes it incompatible with the era of mobile Internet. The increase in network speed from 2G to 5G has further increased the convenience for people to access information. When a mobile phone is omnipotent and becomes a part of people's lives, the advantages of Kindle are not obvious, and even disappear if not. Kindle fell out of favor and gave birth to many jokes. For example, the fate of a Kindle is to cover half of it with instant noodles and half with idle fish. At present, truly portable readers have become mobile phones, and various reading apps are constantly eroding the market space of Kindles, making their survival difficult. Besides being a reader, the book business associated with Kindle is not as satisfactory. The willingness to pay for genuine books has decreased, and everyone is treated equally from offline to online. And Kindle failed to defeat magic with magic. For platforms, achieving commercial value solely through user reading is very limited. Many people spend hundreds of yuan on Amazon's hardware products, but may not be willing to keep spending money on genuine e-books. Not only do we need to adapt to changes in the overall environment, but we also need to face the reality of commercial value. Neither Amazon nor Kindle is fully prepared for a turnaround. The profit model of digital reading must shift from a single payment model to multiple methods such as advertising, copyright operation, book publishing, and even user tipping. Kindle seems helpless. Although constantly innovating, these changes are not enough to change fate. A large number of free reading platforms accumulate traffic and gain more commercial value through free users on a large scale. Kindle may not want to learn, but it may not be possible. The same service, the same e-ink screen, for consumers, there are more choices beyond Kindle. And choosing to park the Kindle in place, not accepting the pricing model, repeatedly self sealing, is almost impossible to move around. People are still reading, but they no longer need the Kindle. No matter what form it takes, whether on the subway, on the bus, or during leisure time, reading is always necessary to acquire knowledge and entertainment. How to adjust oneself and better serve the changing needs of users is the key to the long-term survival of e-books, and also the key to the longevity of the business represented by Kindle. (Lai Xin She)