Today finds Borders Group, Inc. announcing the launch of their Kobo-powered, Borders-branded eBook store. Kicking off with access to over 1.5 million books, the store offers a variety of formats including ePub, PDF, and mobile. Also available immediately is a Borders ebook application for Android. The announcement comes hot on the heels of the Kobo Android app which launched just a few weeks back.

In an effort to help differentiate themselves from the competition, the Borders digital store will offer added incentives to their Borders Rewards loyalty program customers. Benefits are said to include special gift cards, free shipping on certain items, double Borders Bucks, and more!

Borders forecasts a healthy digital future as they expect to have around 17 percent of the eBook market share this time next year.