Amazon may be riding high in the eReader rodeo these days with
the release of the new Kindle, but it doesn’t own the market – and it’s feeling
pressure from the competition once again.
Kobo  

Effective Wednesday, Borders will lower the price of its two
eReaders, the Kobo and the Aluratek. The Kobo is falling from $149 to $129. The
Aluratek will drop from $129 to $100, putting it in the sweet spot for
consumers.

Borders is leading the price war because its readers fall
short on some major features – specifically, they lack both WiFi and 3G and
need to be docked to a PC to download books. But in the current economy, price
alone could turn some consumer’s heads.

Barnes & Noble’s nook device kicked off the price wars,
when the bookseller unveiled a wifi only version in June that prompted Amazon
to slash prices on the Kindle. Amazon upped the stakes last month with the new
version of its device, which sells for $139 and is presently back-ordered
through mid-September.

So far, neither Barnes & Noble nor Amazon has reacted to
the price cuts.

Overshadowing all of these, of course, is the iPad, which
continues to be a retail darling and whose iBooks offering is spreading fast to
other Apple devices, including the iPhone and iPod Touch. While Amazon, Barnes
& Noble and Borders all have apps for the iDevices, letting them make money
on book sales, each is still betting significantly on their own device. 

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