Amazon’s various Kindles may be popular, but the online retailer is paying close attention to Apple’s iphone and ipod touch devices. Amazon just announced an upgrade to its Kindle for iPhone app that will provide more of the iphones popular functionality. Kindle for Iphone 1.1 will now allow consumers to read in the landscape mode, pinch-zoom and scale-up images, change backgrounds for easier reading and use a tap or a flick to turn pages. Kindle for iPhone provides access to the Kindle’s 275,000 titles for anyone with an iphone or ipod touch, including making purchases direct to the Apple device. An amazon spokesperson said the upgrade app was in response to demands from consumers for more iphone functionality.