Amazon Kindle Reader App for PC is packaged with NSIS (Nullsoft Scriptable Install System).
Silent install switch is /S and is case sensitive.
Running without switches will install without user interaction, but will launch the program after installation. Installing silently simply installs and exits the installer.
Updated 2020-11-20, so close. If running the install as system (deploying with MEMCM), installer puts the start menu shortcuts into [C:\Windows\SysWOW64\config\systemprofile\AppData\Roaming\Microsoft\Windows\Start Menu\Programs\Amazon\Amazon Kindle], also known as not a useful place.
I've (disappointingly) created a batch file to run the installer, then run the following..
move "c:\Windows\SysWOW64\config\systemprofile\AppData\Roaming\Microsoft\Windows\Start Menu\Programs\Amazon" "%ProgramData%\Microsoft\Windows\Start Menu\Programs\"
Update 2020-11-23, of course I found if this is deployed as available, and a user installs it, even though the deployment type in MEMCM says to install as SYSTEM, it's installing with user context. Then I found the permissions on the start menu items was wrong, so this is the batch file I came up with.
:: install the application
::in the event it's run with SYSTEM context (appenforce.log), move the start menu things from here to the proper location.
move "c:\Windows\SysWOW64\config\systemprofile\AppData\Roaming\Microsoft\Windows\Start Menu\Programs\Amazon" "%ProgramData%\Microsoft\Windows\Start Menu\Programs\Amazon"
::in the event it's run with USERS context (appenforce.log), reset the permissions, because they're broken.
c:\windows\system32\icacls.exe "%ProgramData%\Microsoft\Windows\Start Menu\Programs\Amazon" /T /Q /C /RESET
:: STEP 3, PROFIT!
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