Amazon's upcoming tablet looks set to heavily undercut the cheapest iPad in a bid to steer customers away from the market-dominating slate, according to the latest rumours.
According to the New York Times, the yet-do-be-named Amazon slab will come in “hundreds” below the iPad to create a new benchmark for affordability.
The tablet market is still finding its feet, but it has become plainly clear in recent months that consumers simply aren't biting at the current price point – not for anything other than the iPad, anyway.
Which is why Amazon is planning on coming in cheaper with its Android slate – quite a bit cheaper. The NYT's source isn't quoted directly (or identified beyond the usual “sources familiar with Amazon's plans” routine), but reckons we're talking hundreds of dollars here.
Of course, the nature of Amazon as a business is very different to more mainstream tech manufacturers such as Samsung or Sony. It can afford to go super-aggressive on price, even to the point of selling its tablet at a loss, because it will will make it all back in increased app sales from the Amazon Appstore.
Amazon's tablet is expected to launch in late September or early October, and its arrival could be a significant point in the tablet market's evolution. If it sells well, then that's the price everyone else is going to have to aim for, and if it doesn't... well, then people really are only interested in the iPad.