It has been a good week if you're in the market for an affordable Android tablet.
First Barnes & Noble slashed the cost of its Nook HD readers in the UK and now, as the week comes to a close, Amazon is at it too.
Not to be outdone by its fellow American bookseller, Amazon has slashed the price of the 16GB, 7-inch Kindle Fire HD by £20.
The ad-supported version will now cost only £139, down from £159, while the commercial-free iteration is a tenner dearer at £149. Similar deals are also in Europe and the US.
However, the discounts are are limited to the 7-inch tablet, with the 8.9-inch Kindle Fire HD remains at, by comparison, a rather expensive £229.
Earlier this week, Barnes & Noble cut the price of its base Nook HD tablet to just £99 in the UK as it begins to hand the brand over to third party manufacturers.
While the Amazon price cut could be a direct response to B&N reducing the cost of its Android tablets, it's also plausible that the retailer is preparing to refresh the device.
The Kindle Fire HD arrived in the UK in October last year, so it would be no surprise to see a newly-updated iteration arrive around the same time this year.
Of course, rumours persist that Amazon is plotting to launch its first smartphone later this year although it's gone rather quiet on that front just lately.
Would you buy an Amazon smartphone? Let us know in the comments section below.