In response to competition from Apple's newly released iPad, Amazon has slashed the price of its Kindle DX from $489 to $379, a 20 percent drop. The Kindle DX also sports a larger screen for enhanced display. It's meant to differentiate the product from smaller less expensive e-readers and the larger but sleek iPad.

The new color is a graphite gray from the old putty white. The screen offers a 50% greater contrast. Kindle DX also has free 3G wifi, opposed to $130 extra on the iPad with an AT&T monthly plan.

Customers can pre-order the new Kindle DX and expect shipment on July 7th.

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