Amazon’s Kindle Drops in Price to $189

Jun 21, 2010
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It's the season for price drops, it seems. Right on the heels of Barnes & Noble announcing the 3G-capable nook would get a price drop (with the addition of a new, WiFi-only model), Amazon has followed suit. That's right, the prodigal eReader that, for all intents and purposes, started the digital book reading phenomenon, has finally made a price drop happen. What once was $259, is now only $189.

Is there a second version out there that is causing the price drop? Negative. Obviously, it's to better position themselves in the market while B&N launches new hardware and changes pricing. And they even beat the competition. The nook is $199 for the 3G/WiFi model, while the Kindle from Amazon, still featuring 3G and WiFi on their model, is just $189. So, we imagine someone at Amazon just said, "Check and mate." Though, that'd be pure conjecture. And yes, it's still free 3G wireless access.

So, if you're a fan of the Kindle, but you've been waiting for that price drop you knew was coming, then here's your time to act. Amazon has said that the Kindle, reflecting the new, lower price, is available right now, so go ahead and head over to Amazon's site and get your order on. And, when you do, let us know in the comments when you get your new toy.

Press Release:

AMAZON KINDLE NOW ONLY $189

Still with free 3G wireless—no monthly fees or annual contracts

SEATTLE—June 21, 2010—Amazon.com, Inc. (NASDAQ: AMZN) today announced that Amazon Kindle, the best e-reader on the market (see this recent press release from the world's leading consumer reporting organization—http://pressroom.consumerreports.org/pressroom/2010/06/amazons-kindle-tops-cr-ebook-reader-ratings.html), is now only $189, down from $259. Kindle is the 3G wireless portable reader that allows you to think of a book and be reading in 60 seconds, from wherever you happen to be. Easy to read even in bright sunlight, the 10.2 ounce Kindle is light enough for one-handed reading. Even though it's a 3G wireless device, Kindle has no monthly fees or annual contracts. The Kindle Store includes over 600,000 books and the largest selection of the most popular books people want to read, including 109 of 112 New York Times Bestsellers and New Releases from $9.99. In addition, over 1.8 million free, out-of-copyright, pre-1923 books are available to read on Kindle. Since its release, Kindle has been the #1 bestselling product across the millions of items sold on Amazon. Kindle is in stock and available for immediate shipment at the new lower price of $189. Learn more at www.amazon.com/kindle.

About Amazon.com
Amazon.com, Inc. (NASDAQ:AMZN), a Fortune 500 company based in Seattle, opened on the World Wide Web in July 1995 and today offers Earth's Biggest Selection. Amazon.com, Inc. seeks to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices. Amazon.com and other sellers offer millions of unique new, refurbished and used items in categories such as Books; Movies, Music & Games; Digital Downloads; Electronics & Computers; Home & Garden; Toys, Kids & Baby; Grocery; Apparel, Shoes & Jewelry; Health & Beauty; Sports & Outdoors; and Tools, Auto & Industrial. Amazon Web Services provides Amazon's developer customers with access to in-the-cloud infrastructure services based on Amazon's own back-end technology platform, which developers can use to enable virtually any type of business. Kindle and Kindle DX are the revolutionary portable readers that wirelessly download books, magazines, newspapers, blogs and personal documents to a crisp, high-resolution electronic ink display that looks and reads like real paper. Kindle and Kindle DX utilize the same 3G wireless technology as advanced cell phones, so users never need to hunt for a Wi-Fi hotspot. Kindle is the #1 bestselling product across the millions of items sold on Amazon.

Amazon and its affiliates operate websites, including http://www.amazon.com, http://www.amazon.co.uk, http://www.amazon.de, http://www.amazon.co.jp, http://www.amazon.fr, http://www.amazon.ca, and http://www.amazon.cn. As used herein, "Amazon.com," "we," "our" and similar terms include Amazon.com, Inc., and its subsidiaries, unless the context indicates otherwise.

Forward-Looking Statements
This announcement contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. Actual results may differ significantly from management's expectations. These forward-looking statements involve risks and uncertainties that include, among others, risks related to competition, management of growth, new products, services and technologies, potential fluctuations in operating results, international expansion, outcomes of legal proceedings and claims, fulfillment center optimization, seasonality, commercial agreements, acquisitions and strategic transactions, foreign exchange rates, system interruption, inventory, government regulation and taxation, payments and fraud. More information about factors that potentially could affect Amazon.com's financial results is included in Amazon.com's filings with the Securities and Exchange Commission, including its most recent Annual Report on Form 10-K and subsequent filings.

Kindle devices are sold through Amazon Digital Services, Inc.


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