Borders Opens eBook Store

Borders has opened up an eBook store, powered by Kobo with the goal of capturing 17% of the eBook market by next July.

Last month, Borders reported an 11.4% decline in store sales for the first quarter of 2010 versus Q109, and the eBook store could be Borders way to recapture sales.

The store has more than 1.5 million titles in various formats including ePub files and PDFs

Borders recently released iPhone and iPad apps, also powered by Kobo. Borders also sells competively priced eReaders. The Kobo is $150 and the Aluratek Libre eReader, which ships on July 20th, is $120.