KindleFireHDXOrigami_2Amazon has started offering 10 percent off its tablet line-up to those belonging to its Prime loyalty program.

The limited time offer, which GeekWire noticed today, is providing the discount just three days before the Amazon Prime program officially increases to $99 a year.

The discount is particularly attractive because it is on top of already discounted prices for the Kindle Fire HD, Kindle Fire HDX 7″ and the Kindle Fire HDX 8.9″.

For instance, Amazon’s largest tablet — the 8.9″ Fire — normally costs $339, but is currently being sold for $40 less. If you add it to your shopping cart, and are currently paying for Amazon Prime, you will see an even bigger discount. At check-out, the total price is $305.10, or $75 off the original price tag.

amazon prime kindle discount

An Amazon spokesman did not immediately respond to emails seeking comment.

The sale seems to be more than coincidental, with Amazon apparently looking for ways to provide extra value to Prime members as the deadline looms just around the corner. In March, Amazon said it was raising rates from $79 to $99 for new members, and existing Amazon Prime members will pay the $99 a year the next time they renew, if their renewal date is on or after April 17.

The company’s decision to use its own products to reinforce the value of Prime is particularly smart, and provides a virtuous cycle. In theory, you could see how Prime members will be happy because they saved money on a tablet, but they will also be happy to remain members for the free video streaming and Kindle book rentals.

We reported last week that customers have begun looking at their purchases to see if it is worth it to receive some of the Prime’s benefits, like free two-day shipping. For that story, an Amazon spokeswoman Julie Law clarified in an email that: “Prime is an express shipping service – not a pricing program.”

But I guess there’s always the exception because in this case, Prime does have to do with price.

UPDATE: Here’s more from an Amazon spokeswoman, who confirmed that they’ve launched a Prime member exclusive on the Kindle Fire HDX. The company also noted special pricing for Prime members, including VIZIO HDTVs and Sound Bars, here.

“As you know, Prime today includes unlimited Free Two-Day Shipping on more than 20 million items across all categories, unlimited streaming of more than 40,000 movies and TV episodes with Prime Instant Video and access to more than 500,000 books to borrow with the Kindle Owners’ Lending Library,” the spokeswoman said. “Our long term goal is that Prime members will experience the best of Amazon including convenience, selection and price.”

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  • deadrose

    I actually noticed this Friday. I ordered a Kindle Fire for my son, and was surprised to get a Prime discount, which it hadn’t even shown on the item page. Not complaining a bit though!

  • Jillxz

    $ 79 dollars to $99 , a twenty dollar hike, is no big deal.

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  • Matt Solis

    Thank you very informative. I’d like to recommend a couple of sites for organisizing your Kindle notes and highlights for keeping up with Kindle news

  • amy rosemarie

    Im so bummed for my mom.

    She, as am I, are very happy Prime customers.

    She logged in on Monday AM to happen to find the Kindle Fire HDX 7″, HDX Display on an insane sale!
    As in …

    She was so excited as she wanted to get them for my 2 sons. But respectfully asked me first if it wld be ok to do. (Of course it wld be! But she’s just very respectful like that!)

    But bc I was at the doctor on monday the 8th, prepping for a very major surgery I am having very soon :( I was unable to give my mom the a-ok on the kindles until later in the day/evening.

    She logged back in on Monday evening around 6 pm or so, all to find that the sale was over. (??)

    And that the price grew to $179.
    I felt horrible.screen shot of the increased price on that day.
    She was so bummed. I feel like I disappointed my boys, myself, but worst … my mom.

    Please help. How in the world do I get that 130 Prime members price for the Kindle Fire HDX 7″, HDX Display again??

    (Why would amazon say 24 hrs or one day sale, when it was only a few hours? Kind of misleading I suppose.)

    This would be an amazing gift that I could supply to my mom!!

    All of this is 110% true!

    $Id even supply the texts, with date and times, along with doctor receipts and, heck, even a doctor’s note if I needed if it were to help on getting that price back 4 my mom.

    Anyone out there can help me please?!

    With kindest regards,

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