Amazon’s Kindle e-book reader just got a big break from now less than Oprah Winfrey herself.

Winfrey plugged the gadget during her show when she said that she received the Kindle as a gift and it has become her “new favorite thing in the world.”

Amazon is taking advantage of the advertising by offering a $50 discount if they use the code OPRAHWINFREY during checkout if they buy the Kindle.