Amazon has launched its UK Kindle store, providing Brits with an access to more than 400,000 titles.

E-books at the new UK Kindle store have been priced competitively low in a move that will allow the company to attract consumers who can not afford Apple’s iPad due to its heavy price tag.

Many e-books have been priced cheaper than there paper versions. For instance, the paper version of Steig Larsson’s, The Girl Who Kicked the Hornets' Nest costs £3.86, while the Kindle version of the book is available for just £2.70.

The UK Kindle store will try to snatch some of the market share being enjoyed by Apple’s iPad, which makes use of iBook store to sell e-books.

Vice president of Kindle Content at Amazon.com, Russ Grandinetti, claimed that the Kindle store has the largest selection of most popular e-books. He also said that company’s all-new Kindle would be available for purchase at the end of this month.

Speaking on the topic, he added, “The all-new Kindle will begin shipping at the end of the month, but customers can start reading books from the massive UK Kindle Store today by downloading any of our free Kindle apps for the most popular devices.”

Amazon previous week introduced two more advanced versions of its Kindle e-reader. New versions of Kindle e-reader are lighter, faster and smaller than their predecessor.