Some observers felt that Amazon had much to fear from the iPad, with the iBook Store moving in on its Kindle business, but Amazon responed with a Kindle app for the device.
Now the company has continued to embrace the Apple tablet by launching a version of Amazon.com built exclusively for the device.
The new Amazon.com Windowshop app is a "top to bottom rebuild" of the phenomenally successful online retail site, according to founder and CEO Jeff Bezos, and offers the exact same content, prices and delivery times.
The landscape only app allows users to browse through 40 different categories and zoom in on products using the touchscreen, with easy access to search and the shopping cart.
Amazon.com Windowshop is free to download from the App Store today. Meanwhile, the irony of the name is not lost on anyone.