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Great question. I don't see any documentation for this in the Kindle guidelines. kindlegen.s3.amazonaws.com/AmazonKindlePublishingGuidelines.pdf
My best guess is that this is simply an external hyperlink which Amazon recognizes, something like this: www.amazon.com/gp/product/B01EZ4B0UK/
I'll test this on my own ebook and see whether I can duplicate it.

Finally, I don't think this feature is particularly useful. Having this book-buy link can be distracting.(I try to minimize the external links in my ebooks).


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