Amazon is the latest vendor to cut the price of its tablet device, with the Kindle Fire HD now selling for just £139 on the online vendor's site as it seeks to compete with rivals in the market for smaller sized tablets.
The move means that anyone considering a 7in media tablet now has several deals on the table, following a cut in the price of Barnes & Noble's Nook device to £99 last week.
The moves could herald a price war at the low end of the tablet market, with buyers keen to buy a slate-mode device, but many not prepared to shell out hundreds of pounds for a high-end iPad or Samsung Galaxy Tab.
Amazon's Kindle Fire HD finally came to the UK last autumn almost a year after debuting in the US, but was met with a fairly cool reception. When reviewed by V3, the Kindle Fire HD was criticised for sluggish performance and an unintuitive interface, and also for the fact that buyers had to pay extra so as not to be served with adverts on the device's lock screen.
Meanwhile, TalkTalk Mobile is trying to tempt buyers by offering a Huawei MediaPad Lite 7 combined with one of several smartphones including the Huawei Ascend P6 from just £10 per month.
Daniel Robinson is technology editor at V3, and has been working as a technology journalist for over two decades. Dan has served on a number of publications including PC Direct and enterprise news publication IT Week. Areas of coverage include desktops, laptops, smartphones, enterprise mobility, storage, networks, servers, microprocessors, virtualisation and cloud computing.