Not interested in a Kindle? Try Ebooks
There are many ebook formats. New services aim to simplify the complexity.
Scribd (website) is a document-sharing social network. Lulu (website) is a user-controlled book publishing service.
Both Scribd and and book publishing service Lulu support multiple devices including PC, smartphones and e-readers, and a variety of formats like ePub and PDF.
You can upload a file in any format and convert it to all other formats. So, your ebook reader and Kindle can both display your digital content.