Tools and techniques are described herein for personalizing handheld electronic book readers. The tools provide methods that include receiving an indication of a customer transaction involving an electronic book reader device. The methods may also receive an identifier associated with the customer, obtain personalization information associated with the identifier, and load the personalization information into the electronic book reader device. The tools also provide methods that include receiving a command that is input to the electronic book reader device, where the device has been personalized for the particular customer; and responding to the command using the personalization information. A server includes a processor and a computer-readable storage medium that includes a device personalization component for personalizing the electronic book reader device. The electronic book reader device includes a processor and computer-readable storage medium that includes a device personalization unit for personalizing the electronic book reader device.