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Amazon cuts baseline Kindle to $69

Claims improved performance
Fri Sep 07 2012, 02:13

INTERNET BOOKSELLER Amazon has lowered the price of its base model Kindle ebook reader to $69.

Amazon was doing a rip-roaring trade with its bottom-of-the-range Kindle $79 ebook reader but even its most basic Kindle didn't miss out on the firm's midsummer refresh. The firm announced an updated Kindle with new fonts and faster page turning, and cut the price to $69.

Amazon CEO Jeff Bezos said that due to the popularity of the $79 Kindle, the company decided to keep the device in its lineup. While Bezos didn't go into the technical details of how the cheaper $69 Kindle delivers crisper text, it is likely to force rival Barnes & Noble to cut the price of its Nook ebook reader as it heads over to the UK later this year.

While Amazon's $69 Kindle isn't as exciting as the firm's Kindle Fire HD tablet, it is likely to be a sales hit simply due to its low price and increase the audience for Amazon's online bookstore. Although Amazon shaved $10 off the price of its basic Kindle reader in the US, it didn't say how that will translate to UK pricing.

Amazon's $69 Kindle will sit at the bottom of the firm's range of ebook readers and will ship on 14 September. µ


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