Amazon has just announced a new Kindle, which can now be ordered for just $139, if you don’t need the 3G feature, which adds $50 to the reader. It may be the first time, ereaders are truly affordable for the mass market as they move away from the $200 mark and close in on $100, what is potentially the sweetspot for e-readers. Amazon refuels the pricewar in ereaders, while it also effectively defending itself against Apple’s move into ereaders with a substantially more expensive iPad. Which could work out well for Amazon, if it does not loose track of current trends and Apple’s strategy. LINK