Amazon Is On FIRE! (NASDAQ:AMZN) has said its exclusive e-books aimed at the Kindle line of devices have been purchased, downloaded, or borrowed over 100 million times. The books are made available to owners of a Kindle e-reader or tablet or those with a Prime membership to borrow for free once a month, with no due dates. Amazon says it has more than 180,000 titles in its library.

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Amazon subsidizes its devices heavily to encourage buyers to use more of its content. While the move has resulted in lowered profits over the last few quarters, revenue has increased. Amazon also has to battle with the devices and content libraries of Apple (NASDAQ:AAPL) and other manufacturers.

According to Amazon, popular Kindle-exclusive titles include War Brides by Helen Bryan and Karen McQuestion’s A Scattered Life, Easily Amused, and The Long Way Home. Debora Geary’s A Modern Witch, which was top of the Kindle bestseller list recently, also contributed heavily.

“We have a huge library of books that are only available on Kindle, and they’re super popular,” Amazon vice president of Kindle Content Russ Grandinetti said in a statement. “Exclusive books are another great benefit for Kindle readers, and we’re going to continue to work hard to make sure the Kindle ecosystem is the best in the world for our customers.”

Amazon also announced a new program on Tuesday for authors, which lets them make their titles exclusive to Kindle by joining the KDP Select program. KDP Select books that enrolled in July have until Tuesday earned 77 percent more royalties from paid sales than the three months before they were enrolled in the program, Amazon said.

The company s rumored to be preparing to launch a new version of the Kindle Fire tablet next month to compete better with Apple’s iPad.

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