Amazon to debut a cheaper Kindle in August

07/28/2010 | Wall Street Journal, The

Amazon expects to launch two versions of a lower-priced Kindle e-reader aimed at capturing more customers for its e-books. The new Kindle is priced at $189 for a Wi-Fi and 3G version, and $139 for Wi-Fi only. Amid a sea of competitors from both ends of the price spectrum, the company sees simplicity as the new version's selling point. "For the vast majority of books, adding video and animation is not going to be helpful. It is distracting rather than enhancing. You are not going to improve Hemingway by adding video snippets," said CEO Jeff Bezos.

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