’s Kindle just got cheaper for anyone willing to put up with some ads, or wanting to score some special deals.

The Seattle company this afternoon announced a new, $114 version of its Kindle e-reader that includes “special offers and sponsored screensavers,” a.k.a., advertisements. That’s $25 less than the existing wifi-enabled Kindle.

Official name: “Kindle with Special Offers.”

The continued price drop isn’t a surprise. It’s in the company’s interest to get the Kindle in the hands of as many consumers as possible, to sell more e-books and further lock up the market. Some in the industry even speculate that the device could be offered for free in the future.

Initial sponsors of the new Kindle screensavers are Buick, Olay, Visa and Chase. And the special offers actually aren’t too shabby, such as $10 for a $20 gift card, $1 for an album in the MP3 store, and half off a Roku Streaming Player.

The move expands the company’s footprint in digital advertsing, while creating an even larger gap in price between the dedicated e-reader and multifunction devices such as Apple’s iPad.

Other than the ads, the device is the same as the existing Kindle, according to the company. CEO Jeff Bezos says in the news release that the idea is to “make sure that anyone who wants a Kindle can afford one.”

The new Kindle is available for pre-order today from Amazon, scheduled to ship May 3.

In conjunction with the ad-supported Kindle, the company is also launching a new app and site called “AdMash” where users will be able to vote on which screensaver images they prefer in specific ads. The device will also let people set preferences for their devices for different categories of screensavers.

Here’s a gallery of images showing the screensavers and other elements of the new device.

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  • Guest

    Congratulations to the Kindle team on this launch! $114 is the most attractive price point yet.

  • Roy Leban

    This sounds like a really smart move. But one thing surprises me. Why didn’t they get the price down to the magical $99 level?

  • Guest

    I would never save only $25 to be forced to see ads on my Kindle, but I’m curious to see how many others would. Kindle is extremely simple and uncluttered as it stands, which is great.

    One thing I do expect to see Amazon do one day is push out a software update that starts showing ads anyway, even for people who didn’t save the $25. They’ll have too large of an audience to not monetize it, and the audience will put up with it because of their investment in the ecosystem. After all, look at the detail pages these days. It’s a pretty disgusting display of ads and crap.

    Putting ads on the Kindle would change the experience for me to the point that I don’t think I’d want to bother using one any more.

    • Jack Farrell

      This is to capture new kindle readers.  I have been a kindle user since the first launch and agree with you that I would never put up with ads on my clean device.  However, I might buy one for my daughter.

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