Amazon. com Inc.’s Chief Executive Jeff Bezos has been reported be saying that the Company will have to keep its own Kindle e-reader as the main focus for reading in order to compete with Apple Inc.'s iPad.

Addressing the Company's annual shareholders’ meeting on Tuesday in Seattle, he said the focus of the Company is based on two main fronts: devices and being e-mail book reader.

"There are always ways to do the job better if you are willing to focus in on one arena. 90% of households are not serious reading households", he said.

In the last six months, these are the CEO's first comments. The Company is refusing to disclose any information regarding the revenues for Kindle or e-bookstore, however, the business proves to be strategically crucial for online retailer. The Company is trying to switch the customers from physical to digital media.

Mr. Bezos also said adding a color LCD screen to the Kindle will be easier, but it has to be acknowledged that it provides a mediocre reading experience to the reflective E Ink Corp. he said that he has spotted several things in the laboratory; they are not set for production.