Amazon.com is putting out a free application that lets people read Kindle electronic books on their Windows personal computers. Microsoft demonstrated the new Kindle for PC app at the Windows 7 launch in New York City. It's the latest move by Amazon to extend its vast store of electronic books, magazines and newspapers to other devices beyond its Kindle readers.

Amazon's move with PCs could potentially open up a large new customer base for its e-books: people who own desktops and laptops but don't own or intend to buy a Kindle. The Kindle for PC app gives access to Amazon's collection of 350,000 e-books and 850 English and international newspapers. Amazon charges $9.99 for most new release books and New York Times bestsellers.

Update: Amazon plans similar Kindle apps for Macs and BlackBerry devices in the next few months, company spokesman Drew Herdener confirmed.

"Kindle for PC is also a great way for people around the world to read the most popular books of today even if they don’t yet have a Kindle," said Ian Freed, vice president of Amazon Kindle, in a statement.

Amazon earlier released a free Kindle app for Apple's iPhone and iPod touch.

Kindle for PC contains an interesting new feature: touch screen. Amazon says the app will take advantage of Window 7's Windows Touch technology. People on a touch screen-enabled computer will be able to "zoom in and out of text with a pinch of the fingers" and "turn pages with a finger swipe." That would be the first time Amazon has offered touch-screen with a Kindle or Kindle app.

Amazon may be feeling some pressure from Barnes & Noble's new Nook reader. The Nook, which launched earlier this week, allows for reading on PCs, Macs, and BlackBerrys, and sports a touch-screen navigation bar.

Amazon's Kindle for PC app lets users synchronize their reading between PCs, Kindles and iPhones — finding bookmarks or the last page they read across the multiple devices.

The app also will be compatible with Windows 7, Windows XP and Windows Vista, according to Amazon. The free app will be available for download next month.

Follow my updates on Twitter.