E-reader price cutting reaches the UK

UK E-BOOK LOVERS may benefit from the apparent e-reader price war that has broken out in the US.

Amazon has slashed the price of its 6-inch Kindle to $189 from $259 and, as the book seller's worldwide customers can only buy the monochrome slate from the US Amazon site anyway, it is also a saving for UK customers.

The price reduction follows the availability of e-book apps for the likes of the Apple Ipad and an increasing range of competitive e-readers for the Kindle's market. However a stronger pound last year would have given UK buyers almost as good a deal, if the exchange rate is tracked by Amazon's prices. Amazon wasn't available for comment.

The Kindle was first available for UK consumers in October 2009, and for that quarter and the next UK buyers had an exchange rate of about 60p to the dollar. That meant the then $259 Kindle was priced at a mere £155 in the UK. Despite this week's $70 price cut, the actual saving to the UK consumer, due to the pound having since declined, is only £23. Today the Kindle will cost £132.

But on top of that, UK consumers, with their weak pound, have higher shipping costs and then there is an 'import fee deposit', which is now set at £28.02. It is not clear if the exchange rate affects that too.

Ordering through Amazon.com today will mean the $189 price becomes £132.70 with Amazon's 70p to the dollar exchange rate. But then a power adaptor will also be needed, adding $19.99 or £14.03, bringing the basic cost up to £146. For shipping, priority international courier seems to be the only option, adding a further £18.93, but that is then reduced by a £10.53 "promotion applied". However an "import fees deposit" of £28.02 brings the final hit on your wallet to just over £183. µ