

Early speculation that Oprah Winfrey would endorse the Amazon Kindle has been confirmed. A posting on her website says that the e-book reader is her “favorite new gadget.”

"I'm telling you, it is absolutely my new favorite thing in the world," she said in the post, which notes that she first received the Kindle this past summer.

Oprah also gave away a Kindle to everyone in her audience on Friday, which oddly enough, caused one woman in the crowd to tear up.

"There are not any keys in there," Oprah said telling them to look in a box under their seats. "But something equally as good."

Amazon founder Jeff Bezos made an appearance, but Oprah hardly let him get a word in edgewise, other than to announce a special offer and say what books he is reading (Cormac McCarthy's The Road and a book on the history of cryogenic engineering).

Not only should her endorsement alone boost sales significantly, but Amazon is also promoting a discount of $50 off the sales price to anyone who purchases a Kindle before November 1 and uses the code “OPRAHWINFREY.”

And in her first big Kindle-related book promo, she is also offering 10 percent off the sales price (both Kindle and hardcover versions) of The Story of Edgar Sawtelle by David Wroblewski.

She took a moment from her outpouring of praise for the Kindle to make it clear that there was no hidden agenda.

"I have no stake in the Kindle," she said.