Amazon Kindle is a new environmentally friendly e-readers, it is affected by several forces such as demographic environment, economic environment, natural environment, technology environment, political environment and cultural environment.
Demographic environment
The demographic environment is the study of human populations in terms of age, race, size, location, sex, density, occupation and other statistics. Like many other developed countries, Australia is facing a problem that the average age is becoming older with the decrease of new babies. Compared with iPad, E-reader might be more popular with elder people according to its E-ink electronic paper displays. Moreover, there are more better-educated people recently. Research shows that about 91% of people from 25-29 had received at least a high school diploma, which increase the number of people to read.

Economic environment
Economic environment is facts that affect consumer buying power and spending patterns. The unemployment rate changed from 5.3% to 6% in such 5 years in Australia. In such environment, people may pay less in some luxury products. Amazon Kindle owns a price advantage compared with iPad, which will attract more customers.

Natural environment
Natural resources that are needed as inputs by marketers of which are affected by marketing activities. Pulp and paper operations are highly dependent on the use water resources. GPI also calculated that books and newspapers produce 153 billion gallons of wastewater annually. On the other hand, for e-readers, a single Amazon Kindle e-reader used to its full storage capacity has the potential to prevent the emission of nearly 11,185 kg of carbon dioxide equivalent.

Technology environment
Technology environment is factors that affect new technologies, creating new product and market opportunities. New version solves the problem that people can’t use Kindle in the darkness. Amazon’s Kindle is optimized for books but accommodates other forms of print, including magazines, newspapers and blogs.

Cultural environment
Cultural environment is forces that affect society’s