Amazon have announced 20% off all Kindles - including the Kindle Fire HD and HDX editions.
This results in the following current new prices for the different Kindle models:
- Kindle Fire HD: from £95.20
- Kindle Fire HDX: from £159.20
- Kindle Fire HD 8.9″: from £127.20
- Kindle Fire HDX 8.9″: from £263.20
The special promotion comes hot on the heals of Amazon absorbing Lovefilm directly into an Amazon Prime service.
Previously, Amazon Prime customers paid £49/year for expedited 1-day delivery. Amazon have been waving a stick to push more people into signing up by refusing to offer free delivery on items under £10.
However, now Amazon are offering a carrot - Amazon Prime members will get access to all Lovefilm Instant content - which is now branded as Amazon Instant Video - available to all Prime members.
The potential sting in the tail is that Amazon Prime membership will now cost an extra £30 a year.
However, if you sign up now, the price increase will not come into effect until next year.
The result is that you’d still get the full Amazon Prime membership benefits - expedited 1-day delivery and free shipping on all non-marketplace orders - as well as the free online TV & Film options originally offered under Lovefilm instant.
Meanwhile, anyone already subscribed to Lovefilm will see an immediate cut in their monthly subscription of £4.99, to account for the removal of the Lovefilm Instant package.
That means someone subscribed to Lovefilm’s Unlimited package to receive 1 disc at a time - now pays £4.99 a month instead of £9.99.
Which means that if you get to watch one new film each weekend, you’re effectively paying £1.25 for each film you rent - which is a heck of a lot cheaper than a trip to Blockbusters would have got you.
In the meantime, to try and push more people into Amazon Prime membership, Amazon are selling all versions of the Kindle for 20% less than the original list price.
The move is seen as a way to encourage Amazon Prime membership by promoting the accessibility of the new Instant TV & Film service.
After all, you don’t need to watch Instant on just your TV - you can also do so through the Lovefilm App on your Android or Apple OS device - which still work fine.
However, Amazon’s Kindle tablets - not least the Fire, Fire HD, and Fire HDX, are arguably the cheapest best quality tablets on the marketplace, already subsidised by Amazon.
While it remains to be seen how strong the Kindle uptake is, in the long absence of any major announcements from Apple, or Android tablet manufacturers, they may have stolen a march on this year’s tablet market.
The promotion reads:
Limited-time Offer - Save 20% on all Kindle Fire Tablets
To celebrate the launch of Amazon Instant Video and Prime Instant Video, we are offering a saving of 20% on all Kindle Fire Tablets, for a limited time only
Limit two per customer, while supplies last. UK customers only. Discount valid on all versions of Kindle Fire HD, Kindle Fire HD 8.9″, Kindle Fire HDX, and Kindle Fire HDX 8.9″ tablets sold and shipped by Amazon EU Sarl. It does not apply to the same products sold by other sellers. Amazon reserves the right to cancel the promotion at any time. Promo applies to the lowest priced qualifying item and may not be combined with other offers. If you return items purchased using a promo code, we will subtract the value of the discount from your return credit. Offer expires March 04, 11:59 PM GMT. Offer not valid with 1-Click ordering. Void where prohibited.
The promotion is advertised as running until March 4th - which would make this Amazon’s longest-running cut-price Kindle promotion. However, the company does reserve the right to end the promotion without notice.