New Kindle Has Lower Price and Ads
Amazon has come up with a way to make its Kindle e-reader
more affordable — advertising. The company’s new Kindle with Special Offers
is priced at $114, $25 less than its base model.
In a letter to consumers on
Amazon’s website, CEO Jeff Bezos wrote, "We
took our bestselling Kindle and made a version with special offers and sponsored
screensavers. Companies sponsor the screensavers, you pay less for the Kindle. Plus
you receive offers directly on your Kindle that can save you more money, such
as a $20 Amazon Gift Card for $10, 6 Audible Books for $6, and an album from
Amazon MP3 Store for $1."
Offers presented to consumers either appear
on a screensaver or at the bottom of page to not interfere with reading.
sponsoring the first group of screensavers includes Buick, Chase (Amazon Visa),
Buick, Procter & Gamble (Olay) and Visa.
"The opportunity to offer custom-designed Kindle screensavers was a natural
fit for Buick because Kindle is such a unique device surrounded by a community
of intelligent, passionate people," said Craig Bierley, director of advertising
and promotions, Buick, in a press release. "Kindle’s high contrast e-ink
display eliminates glare and is perfect for emotionally engaging and impactful
brand imagery, allowing us to connect with Kindle readers wherever and whenever."
"This is about making sure anyone who wants a Kindle can afford one," Jay
Marine, director of Kindle products, told Bloomberg News. "Every
time we’ve been able to make Kindle more affordable, we’ve seen
huge growth in demand. We expect the same to happen here."
hesitate to buy the cheaper device because advertising is everywhere we look," Richard
Curtis, a literary agent and digital book publisher, told The
Wall Street Journal. "People will think it’s a good trade-off."
- Amazon Introduces New Kindle Family Member: Kindle with Special Offers for
$114 – Amazon.com
- Amazon.com Will Sell Kindle Digital Reader With Advertisements for $114 – Bloomberg
- Amazon Launches Ad-Supported Kindle For $25 Cheaper – Business Insider
- Cheaper Kindle in Works, But It Comes With Ads – The Wall Street Journal
Discussion Questions: What is your reaction to the new Kindle with Special Offers? Do you expect competitive products to adopt a similar approach to reduce the cost of purchase?