Sony is taking the fight to Amazon and Barnes & Noble this month in a big way. Until December 24th, the company will drop the price of its Reader Wi-Fi from $149 to $99, a $50 discount.
At its new price, the Reader competes directly on price with both the Kindle Touch and Nook, which both sell for $99.
Sony is also offering customers the chance to trade in any brand of e-reader for an extra $50 discount, meaning that one could, in theory, get the device for a solid $49.
While the price drop is a smart one, Sony would be a lot smarter if it made the new price a permanent one. At $149, the Reader is, while still cheap, far more expensive than its counterparts, and in the current eBook reader climate, $50 is a big deal.