SAN FRANCISCO, July 1 (Xinhua) -- Online retail giant Amazon. com on Thursday cut the price of its Kindle DX by introducing a new model of the large screen electronic book (e-book) reader.
The new Kindle DX will be priced at 379 U.S. dollars, compared with 489 dollars of the previous version that was unveiled in May 2009.
With a 9.7-inch large screen, the latest model features a new graphite enclosure and an all new electronic ink display with 50 percent better contrast, Amazon said.
"With 50 percent better contrast and darker fonts, you'll find it easier than ever to read wherever you happen to be, whether it' s outside in bright sunlight or under the low light of your living room," Steve Kessel, an Amazon senior vice president, said in a statement.
The new generation of Kindle DX is available for pre-order starting Thursday from Amazon website and will ship on July 7.
Amazon's product update and price cut were the latest sign that competition in the e-book reader market is heating up.
Last week, Amazon slashed the price of its regular Kindle which has a smaller screen from 259 dollars to 189 dollars, after U.S. bookseller Barnes & Noble cut price of its Nook e-book reader.