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Amazon is releasing the newest Kindle on May 3, and insists that "customers are going to love it"

Amazon is looking to give potential Kindle buyers all the more reason to pick up the newest version of the popular e-reader by shaving $25 off the price, but customers will have to decide if an extra $25 in savings is worth the on-screen advertisements being featured in the new model.

The Amazon Kindle is a portable e-book reader that was introduced in 2007. The introductory price was $399, and as new versions were released over the years, the Kindle became slimmer with a better display, more storage, and lower prices.  

Amazon is releasing the newest Kindle on May 3 and it possesses many of the same features that the 6-inch Wi-Fi Kindle has, including a 50 percent better contrast with E Ink Pearl technology, an 8.5 ounce body, a 6-inch display, Wi-Fi, 20 percent faster page turns and enough storage for 3,500 books. The difference is that the new Kindle will only be $114, and for the first time ever, the device will feature special offers and sponsored ads

The special offers and sponsored ads will appear at the bottom of the home page and on its screen savers. Ads can be a major annoyance to consumers, but according to Kindle Director Jay Marine, a lower price and the addition of advertisements will be incentives for customers to buy the Kindle over any other competing e-readers.

"We think customers are going to love it," said Marine. 

Some of the participating advertisers will be Procter & Gamble Co.'s Olay cosmetics, General Motors Co.'s Buick and Visa Inc. JPMorgan Chase & Co.'s Reward Visa Card. 

Marine noted that the ads would not appear in Kindle books. Ads can only be found on the screen saver and home page, and they change frequently. If a user is interested in an ad, they can click on it to have details e-mailed to them. 

"It was very important that we didn't interfere with the reading experience," said Marine. 

The new Kindle can be pre-ordered here.

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Battery life
By mfenn on 4/11/2011 10:05:13 PM , Rating: 2
Hopefully you can still disable wifi/3G. Sucking down those ads is going to kill the battery. The major advantage of e-ink readers over tablets (IMHO) is the fact that they can last weeks between charges. Adding battery-sucking features is a dumb move.

RE: Battery life
By Sunagwa on 4/11/2011 11:32:42 PM , Rating: 2
Definitely a valid concern. Battery life would certainly factor in to the value of this offer. The ad's don't seem very intrusive witch is great. But I imagine as it is essentially ad-supported that you would not be able to turn off the WiFi/3G. I would think this would be the main concern to anyone thinking about running with this offer.

But it seems, to me at least, that with a product this popular even a couple non-intrusive ads would be able to knock off more then $25. Especially if it's going to suck the battery witch I guess we just don't know yet.

RE: Battery life
By phantom505 on 4/11/2011 11:58:05 PM , Rating: 2
I doubt it is going to make a huge difference in battery life. The thing gets close to a month as it is. So what if you lose a whole week. Where are you going to go that you won't have an outlet for a month?

RE: Battery life
By Cypherdude1 on 4/14/11, Rating: 0
RE: Battery life
By FITCamaro on 4/12/2011 10:13:57 AM , Rating: 2

Now that that's over, yes its nice to see that the ads won't intrude on the actual reading of books. With the lower prices, I want to get a Kindle.

But I admit, there is something nice about the touch and feel of a book. And I'm not quite sure I want to give that up. Kindle is nice because then you don't have books cluttered all around your house. But there's a part of me that thinks "I look at electronic displays enough. Do I really want to in my reading time?"

RE: Battery life
By sviola on 4/12/2011 10:27:22 AM , Rating: 2
But I admit, there is something nice about the touch and feel of a book. And I'm not quite sure I want to give that up. Kindle is nice because then you don't have books cluttered all around your house. But there's a part of me that thinks "I look at electronic displays enough. Do I really want to in my reading time?"

I thought that too, before I saw a kindle in use in the tube the other day. The screen really looks like a sheet of paper and the text was really visible and easy to read (and I thought it was much more comfortable to read than an LCD screen). I'm just waiting for it to drop below $100 to get me one (the price for getting it here is very high, thanks to import taxes around here).

RE: Battery life
By FITCamaro on 4/12/2011 12:25:14 PM , Rating: 2
Oh I'm aware of what they look like. Got my mom one for Christmas.

Like I said, there's just something soothing about turning a page in a book. Rather than hitting yet another button.

RE: Battery life
By sviola on 4/12/2011 1:42:22 PM , Rating: 2
I agree with you. I enjoy reading a lot (and have a lots of books home), but as I live in a space constrained house (80m2 or 860 sqft), I find it more attractive every day to have a digital solution (specially with the Kindle's 3.5k book capacity). But I think I'd still buy paper books even having a Kindle (specially for reading with my kid).

RE: Battery life
By FITCamaro on 4/12/2011 3:21:37 PM , Rating: 2
Move to the south where the same money gets you 1500 sq ft.

RE: Battery life
By theapparition on 4/13/2011 9:25:28 AM , Rating: 1
Half the cost at half the pay, sounds like a winner...oh wait.

RE: Battery life
By Basilisk on 4/12/2011 12:15:46 AM , Rating: 2

They advertise that you will have the same one month battery life. It's plausible that they download an album of ad's and rotate between them until you next enable wifi.

"3G" is irrelevant as I understand it: the 3G model doesn't come with the $25 off option, remaining at $189.

RE: Battery life
By Basilisk on 4/12/2011 12:15:57 AM , Rating: 2

They advertise that you will have the same one month battery life. It's plausible that they download an album of ad's and rotate between them until you next enable wifi.

"3G" is irrelevant as I understand it: the 3G model doesn't come with the $25 off option, remaining at $189.

having trouble reading the article
By jay401 on 4/11/2011 10:10:53 PM , Rating: 5
My eyes keep getting drawn to the inset image.

RE: having trouble reading the article
By Shadowmaster625 on 4/12/2011 8:24:47 AM , Rating: 2
The author stole her picture from here:

By stlrenegade on 4/12/2011 9:28:14 AM , Rating: 2
Actually, I think it was taken from They use that picture on their pages for Kindle.

By FITCamaro on 4/12/2011 1:17:44 PM , Rating: 3
She's not bad. Nice girl next door look.

By GulWestfale on 4/11/2011 10:06:03 PM , Rating: 2
the good thing is that a lower price means that more people are going to buy it, and for me as a writer that is great news. i really saw my sales pick up after the christmas season, during which a huge number of kindles was sold. i'm hoping that this new machine will have a similar effect.

however, i'm not a fan of ad-supported content, unless amazon's system will allow smaller publishers or independent authors to advertise in a cost=effective manner as well. if only the major players can afford to do this (or even have access to this feature), then it will screw a lot of us smaller guys out of the market, which will mean that a lot of us will migrate over to other devices (my books are already being distributed to all major e-tailers). so i'm hoping amazon plays its cards right here, and allows everyone easy access to this ad program. if they do, this machine could be a nice addition to the line-up, if they don't, it might seriously harm the independent guys.

oh, and self-promoting link:!/pages/Tets...
the launch is on april 30th...

RE: hmm
By acer905 on 4/12/2011 12:41:14 PM , Rating: 2
Ahh, so you are a writer. So then, riddle me this:

Dan Brown writes books, he was chosen for this example by random choice. A current book of his, The Lost Symbol, is currently selling on Amazon in hardcover format for $16.82 and free 2-day shipping with a prime membership ((it quite possibly then also has free super saver shipping as well))

The kindle version of the same book, sold by Amazon, is currently selling for $9.99 with free wireless delivery. This happens to be the exact same price as the mass market paperback version, which also has free shipping.

So tell me, why should i buy digital, if it will cost me the exact same amount as a paperback. Either we're being ripped off for e-books, or the $10 paperbacks that have been sold forever loose money on, you know, printing, distributing, and storing the physical books.

Source links:

((I know its not your fault, but seriously, it bugs me, and until i see some good savings ie cutting out shipping printing and storing then i'll stick to physical books))

RE: hmm
By epobirs on 4/12/2011 4:27:09 PM , Rating: 2
The price of e-books have very little to do with material costs. Especially as there is no material to speak of, just bandwidth. And the marketing expenses that come with working through a big publisher.

So why do they charge $9.99? Because they think you'll pay it for the hot must-read of the moment. But this is changing. Numerous writers are doing very well for themselves self-publishing on Amazon and B&N for much lower prices. Some writers, like Amanda Hocking, are getting wealthy at $.99 to $2.99 prices for their novels.

RE: hmm
By GulWestfale on 4/12/2011 4:38:21 PM , Rating: 2
why are e-books 9.99?
because you are being ripped off. i sell mine for 3.99, and i'm 100% sure that i make more profit per book than most people who sell their books through publishers at the 9.99 price point.
that excludes famous writers like brown, stephen king, etc as they are able to negotiate better deals.

remember eminem suing apple and his music label because he only made 7 cents off a 99 cent song on itunes? it isn't much different with ebooks i'm afraid; most of the money is split between amazon and the publisher. that is the reason why i have never even tried to get a publishing deal. i don't like being ripped off.

RE: hmm
By FITCamaro on 4/12/11, Rating: -1
RE: hmm
By GulWestfale on 4/12/2011 4:35:16 PM , Rating: 4
a huge number=was
huge numbers=were

Marketing 101 for Amazon
By gevorg on 4/12/2011 4:19:29 AM , Rating: 4
The magic number is $99 . Just 14 dollar less and your Kindle sales will make a major move upwards. Even if it would be at a loss, you'll make it up plus more on digital content sales.

RE: Marketing 101 for Amazon
By Homerboy on 4/12/2011 1:56:33 PM , Rating: 2
Not really. The magic price here is $89.
$114 - $25
At the $89 price tag, they will sell a truck-ton.
To me I see no reason not to get the ad supported version.

RE: Marketing 101 for Amazon
By epobirs on 4/12/2011 4:35:06 PM , Rating: 2
I agree. And I'm sure Amazon is well aware of how important that price would be. So they must be up against the edge of what they think they can do at this moment. This time next year, you can bet there will be another model with more improvements that can be advertised as starting under $100.

It also possible Amazon will try some different marketing schemes,like require a minimum purchase commitment for a greater discount on the hardware. With a big enough commitment the hardware could be given away but then the sticker shock would just be transferred elsewhere.

Another ploy could be subscriptions like music and video services where you pay a monthly flat fee with a minimum contract period. This also works for 'free' cellphones.

You can bet this is a very intensely debated subject in the offices of Amazon executives. The primary limit on how many e-books they can sell is the installed base of Kindles and devices running a Kindle app.

Seriously? Just $25 off?
By MechanicalTechie on 4/11/2011 10:52:40 PM , Rating: 5
Doesn't seem like much, 25 bucks off isn't enough for me to be pestered by ads, fail ... try again please.

RE: Seriously? Just $25 off?
By DanNeely on 4/12/2011 7:57:41 AM , Rating: 2
This is the fundamental problem with the idea of ad supported hardware. Internet ad impressions pay less than a penny each, so unless Amazon is getting much better rates than average they're probably losing money vs the ad free kindle.

Can you opt out of ads by paying full price?
By fleshconsumed on 4/12/2011 8:54:09 AM , Rating: 2
The ad portion is kind of screwy. Is there an option to pay the full $139 price and opt out of the ads?

By DanNeely on 4/12/2011 3:33:14 PM , Rating: 2
The $139 adfree wifi version is still available, as is the $189 adfree 3g model.

You've got to love marketing -
By Dr of crap on 4/12/2011 12:38:25 PM , Rating: 2
This is precoius -
"a lower price and the addition of advertisements will be incentives for customers to buy the Kindle over any other competing e-readers."

The adding in of ads will ONLY MAKE ME NOT want the thing even MORE!
Yes, I do not have one, and now do not ever want one, unless the ads go away.

By FaceMaster on 4/12/2011 4:19:06 PM , Rating: 2
...but you didn't get one even when there were no ads! Maybe you will if they remove them again and we're back to the original situation.

By stlrenegade on 4/12/2011 9:26:56 AM , Rating: 2
I bet the whole $25 is not just for the ad-supported Kindle. I'm sure there have been some cost saving technology in the new ereader that allows them to drop the price at leat 5-10 dollars. But they are packaging it in with the Ad support like it's some big discount. So the ad-support is probably less than the $25, more like $15

Maybe for $25 total
By jthistle on 4/12/2011 9:40:39 AM , Rating: 2
$25 off is not worth it for ads. However based on my Kindle use I don't think I would care if they are there. I shut the Kindle off when I'm not reading and it only goes to screen saver when I'm away from it getting a drink or something. I think I would almost never see them.

Someone will probably come up with a way to replace the ad driven OS with the regular OS and then it won't matter.

By roostitup on 4/12/2011 9:26:40 PM , Rating: 2
I'd rather pay the extra $25 than have ad's in my face all the time. It's amazing how they can make something crappy like including ad's sound like a good idea by simply lowering the price an insignificant amount.

By KoolAidMan1 on 4/13/2011 2:58:17 AM , Rating: 2
Sounds like the ads won't interfere with the books. This is cool, anything to get the Kindle into as many hands as possible. It is my favorite tech gadget in ages, and a godsend since I travel for work so much.

Instead of carrying a few books, even heavier and bulkier than the notebook in my carry-on, I just have this thin piece of plastic with dozens of books on it. Nice.

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