Amazon on Wednesday unveiled two new versions of Kindle electronic book reader. The novelties have better screen and sleeker design compared to the previous-generation Kindle devices. But the most important thing is that the Wi-Fi-only version of the novelty will cost $139, thus, will compete directly against Nook Wi-Fi for $149 released several weeks ago. The new price-point brings Kindle closer to the "magic" $99 price-point.

The all-new Kindle has a new 6" electronic-ink screen with 50% better contrast than any other e-reader, a new sleek design with a 21% smaller body while still keeping the same reading area, and a 15% lighter weight at just 8.7 ounces (246 gramms). The new Kindle also offers 20% faster page turns, up to one month of battery life, double the storage to 3500 books, built-in Wi-Fi and 3G, a graphite color option and the same price of $189 as before. Amazon also introduced a new addition to its family of portable reading devices - Kindle Wi-Fi, which has all the best the new generation Kindle has to offer for the lower price of only $139.

"Kindle is the best-selling product on Amazon for two years running. We lowered the price to $189 and sales growth tripled. Now, we are excited to introduce a new generation Kindle that is smaller, lighter, and faster. [...] If you don't need the convenience of 3G wireless, we have an incredible new price point - $139 for Kindle Wi-Fi. [...] At this price point, many people are going to buy multiple units for the home and family," said Jeff Bezos, Amazon.com founder and chief executive officer.

The decrease of prices onto Kindle and Nook indicate that the competition on the market of electronic books has finally intensified. It remains to be seen, however, whether e-books will also drop in price, something that publishers do not want.

Tags: Amazon, Kindle, E-Book