Amazon Embraces HTML5 for New Ebooks [Mashable]
With the introduction of its Kindle Fire tablet, Amazon is also upgrading its ebook format to Kindle Format 8, which will be based on the open HTML5 standard. The new format is set to add more capabilities for publishers to create richer visuals and media in their Kindle ebooks. Given the Kindle Fire's color touchscreen, the new format is an obvious upgrade for the new hardware and it won't be available on the e-ink Kindles.
Apple has encouraged the HTML5 standard, using it for web video playback on the iPhone and iPad rather than Adobe's Flash standard. However, Apple does not use HTML5 for its iBooks publishing standard.
The Amazon Kindle Fire begins shipping to customers next month.