Amazon launches 'unlimited' reading for Prime members

US online giant Amazon on Wednesday launched a new "Prime Reading" program for US members of its subscription program, allowing unlimited reading of a rotating selection of e-books. "Prime members can now enjoy unlimited reading from a rotating selection of books, magazines, comics and more -- at no additional cost," the online retail giant said in a statement. The move ramps up Amazon's effort to win over more Prime subscribers -- which costs $99 for US customers -- with free shipping, access t