Borders today cut the prices of its eReading devices, the Kobo and Aluratek to $129 and $99.99 respectively.
The book retailer also announced upcoming availability of Velocity Micro’s Android-based Cruz Reader R101 and Cruz Tablet T103, which are now available for preorder on Borders.com for $199 and $299 respectively.
The Cruz devices are eReaders that offer video, music and Web capabilities and come preloaded with the Borders eBookstore reader application powered by Kobo.
The price cuts follow in the footsteps of both rivals Barnes & Noble and Amazon.com, which have both slashed prices on their respective eReaders, the Nook and Kindle.
Amazon recently launched a new version of its Kindle reading device, which sells for $189, as well as a $139 Wi-Fi only version. Amazon’s move trailed closely on the heels of Barnes & Noble’s play to reduce the price of the Nook eReader to $199, while also introducing a $149 Wi-Fi version.