The leader in retailer Amazon couldn’t just watch its rivals emerge in the industry of e-book readers. Known for being the distributor of Kindle, they then unveiled a whole new, slimmer version of the gadget in a very low price.

The price starts at $139 for the one with Wifi only connection and $189 for the one with 3G and Wifi. This 3rd generation Kindle is 21% smaller, 15% lighter and 50% better in terms of contrast. Available in both graphite and white color. It comes in a awesome 1 month battery life and a voice guide which reads all menus aloud. A whole new leather cover with a slide-out light is also available for an additional $59.

Having such price drop has been their move to show everyone that Kindle is for the masses. The company can afford to have such drop because it has gained much with its previous sales.

“We’ve sold millions of the prior generation of Kindle and we’re going to sell millions of these,” said Chief Executive Jeff Bezos. “And when you get up into that kind of volume, you’re able to do a lot of things with the manufacturing models and supply chain in terms of driving down the cost.”

These device would be shipped by August 27 and pre orders are already open.