Just in time for the holidays, Amazon has launched the ability to digitally give Kindle Books as gifts to anyone with an e-mail address.

Kobo announced a similar service yesterday, which begins in early December. To give a Kindle Book as a gift, customers can choose a book in the Kindle Store and select “Give as a Gift” and then send it to their friend via e-mail.

The e-mails are delivered instantly and the recipient can redeem the gift in the Kindle Store. Unlike Amazon’s service, the Kobo gift giving option lets givers schedule their gift delivery to create surprises.

The Kindle Books can be read on Kindle devices, as well as through any of Kindle’s reading apps. For more information, follow this link.