Amazon announced Wednesday that it will be lowering the price of its star table to $269 -- $30 less than its initial price. This is an effort of the online retail empire to get the device into as many consumer hands as possible.
This opens the question as to whether Amazon is trying to capitalize on its strong sales momentum or is struggling to take up business in what has become a brutally competitive market. The price cut refers to the 16GB version, whereas the 32GB will drop to $399 from $499.
What will this marketing strategy bring for the company? For once, while $269 is not precisely a bargain, compared to the $329 starting price of an iPad Mini, it is a considerable chunk of dough. It is also significantly cheaper than a Galaxy Note 8, which currently clocks in at $499.99.
Amazon denies that the reduction in the price comes from struggling sales, arguing that the Kindle Fire expansion to Europe resulted in lower costs.
"As we expand Kindle Fire to Europe and Japan, we've been able to increase our production volumes, and decrease our costs. Whenever we are able to create cost efficiencies like this, we want to pass the savings along to our customers," said Amazon Vice President Dave Limp. "We're thrilled with customer reaction to Kindle Fire."
Kindle Fire is currently available in the UK, Germany, France, Italy, Spain and Japan. Kindle Fire HD 8.9 sports an 8.9 inch screen with a 1920x1200 resolution, 10 hours of battery life, a dedicated app store for games and other programs, more than 23 million movies, TV shows, games and songs.
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