Borders Fires Shot in E-Reader Price War
NEW YORK (
) -- After a brief cessation of hostilities,
Borders
(BGP)
is again reigniting the e-reader price wars, lowering the cost on two of its devices.
Borders announced Tuesday that it will lower the price on its Kobo e-reader to $129.99 from $149.99, while its Aluratek Libre reader will now be sold for $99.99 from $119.99.
"We're committed to making it as easy as possible for all Borders customers to enjoy e-reading," CEO Mike Edwards, said in a statement. "As the demand for e-readers grows, we believe it is important to provide accessibility to a variety of devices. By reducing the price of our best-selling digital devices, we're enabling even more Borders customers to purchase e-readers at a great value."
The price cut comes after both
Barnes & Noble
(BKS) - Get Barnes & Noble, Inc. Report
and
Amazon
(AMZN) - Get Amazon.com Inc. Report
have slashed prices on their e-readers. Barnes & Noble's cheapest version, without 3G and Wi-fi, is now $139, while Amazon's Wi-fi Kindle is also $139.
Elsewhere in the e-reader world,
TheStreet Recommends
Staples
(SPLS)
announced today that it will begin selling Amazon's Kindle in stores this fall. Currently,
Target
(TGT) - Get Target Corporation Report
also carries the device.
--Written by Jeanine Poggi in New York.
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