The launch of Google’s electronic bookstore was much-anticipated, and it’s finally arrived. Google eBooks will be available now in the US from a new Google eBookstore that will allow users to read as well as buy e-books. Because it’s Google, you can rest assured of ebooks from most major publishers, including Penguin, Macmillan, Simon & Schuster, Hachette Book Group and HarperCollins to feature in the initial catalog.

Coming from the search giant, this store promises to offer much more than your traditional ebook store. First, the service is based on cloud technology, “so you can read all of your favorite books using just about any device with an internet connection”. With the search giant’s eBooks Web Reader, you can buy, read and store the eBooks in the cloud and access your digital e-book collection like you would messages in Gmail or photos in Picasa — using a password-protected Google account.

Google eBooks is compatible with:

• Android phones
• iPhone
• iPad
• iPod touch
• Web browsers and many supported eReaders

Second, Google has noted that in addition to the full-featured web reader, it will also make available free apps for Android and Apple devices, enabling users to shop and read on the go.

Third, readers are given the option to either buy the e-books directly from Google, or from independent bookstores and other retailers with whom Google has tie-ups. And Google promises, “No matter where you buy your Google eBooks, you’ll enjoy the same access and usage rights and privileges.”

Immediately after the launch of Google’s new ebookstore, reports began flowing fast and thick that Amazon is all set to launch a Web-only version of its Kindle app. And it did. On Tuesday, a day after the Google announcement, Amazon.com unveiled its latest service, allowing customers of its Kindle ebookstore to read books from Web browsers. Amazon too plans to offer free apps that will let customers read its ebooks not just on Kindle e-readers but also on:

• iPhone
• iPad
• Blackberry
• Android devices
• Windows Phone 7 devices
• PCs
• Macs

Meanwhile, most of the ebooks on the Google’s new store are priced between $9.99 and $14.99, which is more or less what competing stores are charging too. The indication is clear, the ebook space looks set for a major tech boost. With competition getting stiffer, ebook reading is poised to get better and more convenient. And an avid reader wouldn’t mind if the ebook space heats up further and leaves him spoiled for choice.