Content you've purchased from Amazon.co.uk is stored on your Amazon account and is downloadable from Archived Items / the Cloud tab on your Kindle device.
First, you'll need to ensure your Kindle is connected wirelessly and Aeroplane Mode is turned off. For a guide to connecting your Kindle wirelessly, visit the Kindle Support page, select your Kindle device model and then select the "Connect to Wi-Fi" Help page:
If you're still encountering issues, try restarting your Kindle device:
Kindle Fire: Press and hold the power button, then tap the Shut Down button when it appears on the screen. After the device has completely turned off, press the power button to restart your Kindle Fire.
E-ink: From the Home screen, select Menu. Select Settings, then Menu again. Select Restart.
Once your Kindle restarts, try downloading the Kindle title again from the Cloud tab / Archived Items again.
If you're still encountering issues, you can Ask a Question from the Kindle Help Forum homepage.
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