I get excited when I hear how companies reward existing customers rather than only courting new customers with perks, discounts or special treatment.

Here is the latest good news: A new Amazon Kindle is coming out and Amazon is offering existing Kindle customers first dibs on buying the new version. Now that is a great way to reward existing customers. Plus, rewarding early adopters is always a good idea. These are the folks who love to have the latest gadget and are more likely to buy upgrades, pay full price, and spread the word about your product.

Here is what Amazon’s website says (bear in mind that they ran out of stock last time, so getting in line for the new product is a big deal):

“Order Kindle now to RESERVE YOUR PLACE IN LINE. We prioritize orders on a first come, first served basis.

If you have previously placed an order for Kindle 1, and have not yet received it, your order will automatically be upgraded to Kindle 2. You need to do nothing.

Special Opportunity for Kindle 1 Owners
Even though we’ve increased our manufacturing capacity, we want to be sure our original Kindle owners are first in line to receive Kindle 2. Place your Kindle 2 order by midnight PST on February 10th and you will receive first priority.”

What a customer-centric message – it shows they are courteous to current customers and that wins over existing customers and potential new customers.

Kudos to Amazon, who continue to listen to, and consider, customers first.

(Here’s an article mentioning the new Kindle.)