Digital Trends – The Kindleâs ebook store has become a new outlet for self-publishing spammers in the past few months, forcing users to wade through a growing number of low-value, subpar content to get to the titles they want. This recent trend may be damaging to Amazonâs push into self-publishing and may even dig into the Kindleâs reputation, hurting the 10 percent of business Citigroup analysts say the product will account for in 2012.