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Amazon.com (NASDAQ:AMZN) is starting a digital book lending library available to owners of its Kindle and Kindle Fire devices, who also subscribe to the Amazon Prime program. Amazon will offer about 5,000 titles, including more than 100 current and former national bestsellers starting today. The program allows users to borrow one book per month.Amazon.com (NASDAQ:AMZN) has potential upside of 11.5% based on a current price of $215.62 and an average consensus analyst price target of $240.5.