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.

Read more at Variety’s Technotainment blog