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.
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.
Although some parties thought the eReader would fall 
by the wayside when the iPad hit shelves, Amazon is making an emphatic statement to the contrary. The online retailer has unveiled a new, upgraded Kindle device as well as a new lower-priced model.
The new Kindle, like the old one, boasts a 6-inch screen, but uses a newer type of e-Ink – the same that’s used in the high-end Kindle DX device. It’s also 21 percent smaller, has twice as much storage (4 GB) and Amazon says it has an improved battery life as well.
Chris Morris: Journalist 