The e-reader price war continued Tuesday when Borders dropped the price of its Kobo and Libre e-readers to $129 and $99.99, respectively.
The Kobo was previously priced at $149.99, while the smaller Aluratek Libre eBook Reader Pro sold for $119. The new prices will take effect on Sept. 1. The Libre is available on Borders.com and will be in Borders stores this week; the Kobo is currently available online and in stores.
"We're committed to making it as easy as possible for all Borders customers to enjoy eReading," Mike Edwards, chief executive of Borders, said in a statement. "As the demand for e-readers grows, we believe it is important to provide accessibility to a variety of devices. By reducing the price of our best-selling digital devices, we're enabling even more Borders customers to purchase eReaders at a great value."
The price drop will pave the way for multiple e-readers in one home, with the Libre or Kobo "as a second e-reader in a household, as a more affordable option," Edwards said.
Meanwhile, Velocity Micro's Android-based Cruz Reader R101 and Cruz Tablet T103 are now available for pre-order at borders.com for $199 and $299, respectively. Both devices include color touch screens, as well as video, music, and Web capabilities. They come pre-loaded with the Borders eBookstore reader application powered by Kobo.
Customers who purchase a Cruz Reader will also receive a docking station that turns the device into an interactive media hub and picture frame, Borders said.
For more details, see PCMag's full review of the Kobo eReader
The announcement was coupled with news of an updated Borders rewards program. The free Borders Rewards Plus will now offer 30 percent off the list price of hardcover best-sellers and free shipping on online orders of $25 or more. Those enrolled in the Borders Rewards Plus program, which costs $20 per year, will receive 40 percent off hardcover best-sellers, 20 percent off select hard-covers, 10 percent off "most everything else," and free shipping for all online orders.
Editor's Note: This story was updated at 1pm Eastern time with additional information from Borders.