PC World reports Borders has dropped the price of the Kobo eReader to $129.
Borders tried to respond to the price cuts without doing a price cut by throwing in a $20 gift card with the purchase of a Kobo. That wasn't good enough, especially when the $139 Wi-Fi-equipped Kindle started shipping at a price ten bucks lower than the USB-only Kobo. So the Kobo is now $129.
The retailer also sells an e-reader from Aluratek that's now $99.99, down from $170 a few months ago. (I haven't seen one in person, but my friend and former colleague Melissa Perenson of PCWorld likes it.)
The Kobo's new price is thirteen percent less than the original one. But the $139 Wi-Fi Kindle is 46 percent cheaper than Kindle's $259 starting price before the price wars broke out. If Borders had been that aggressive with the Kobo's pricetag, it would be $80, not $129.