Amazon has introduced a new version of its Kindle Store that is optimized for the Safari Web browser on the iPhone.

In March, Amazon launched an application that makes ebooks sold on its site readable on Apple’s iPhone and iPod Touch devices.

The optimized Kindle store offers iPhone and iPod touch app users access to the Kindle Store’s 280,000 titles, including New York Times best sellers. Most new releases are available for $10 or less.

Content is delivered wirelessly using Amazon’s Whispersync technology, which saves and synchronizes users bookmarks on the Kindle, iPhone and iPod touch.

"The response to Kindle for iPhone has been tremendous. Customers love the convenience of accessing their Kindle books whenever and wherever they want, plus the convenience of not having to remember or locate their last page read because Whispersync does that for them," said Ian Freed, vice president, Amazon Kindle.

"The most common feedback we heard from customers was that they wanted a better experience for purchasing new Kindle books from their iPhones. We’ve been working hard to respond to that feedback with a new web site optimized for Safari on iPhone and we’re excited to do that today."

Amazon has not released sales figures for its Kindle, but Citigroup Global Markets estimates Amazon sold about 500,000 Kindle units last year and is set to generate $1.2 billion in Kindle-related revenue by 2010, accounting for 4 of its total sales.