Harry Potter fans, who have waited years for a wizard to transform his tales into digital form, can finally buy ebooks. J.K. Rowling's new website, Pottermore, began selling the ebooks this morning, with prices ranging from $7.99 for the first three in the series, to $9.99. The complete set of seven HP novels sells for $57.54.  

Pottermore allows Rowling to sidestep online retailers that would take a cut of the sales price. Few authors command enough loyalty and selling power to make that work, but then again, few books have inspired their own amusement park -- the Wizarding World of Harry Potter. If anyone can make this work, it's Rowling.

"This is digital publishing's Beatles' moment," Philip Jones, deputy editor of The Bookseller, said  in the Guardian. "These will be huge – they are a game changer because of the power of the Potter brand."

Entertainment Weekly notes that customers can download the ebooks from retailers such as Amazon, Barnes & Noble, Sony, and Google onto their proprietary devices: Kindle, NOOK, Sony Reader, and Google Play. (I took a quick look this morning, and some of their prices were lower than those on Pottermore.) The HP ebooks are not yet available through Apple, however.

Meanwhile, she continues to work on her first novel for adults; details will be released later teis year. The Pottermore site continues to evolve as well; the beta phase is scheduled to give way to full utility in April.