It may have only been officially on sale this week but it seems Amazon saw the wrong in its ways and has altered the price to keep the Kindle competitive in the run up to Christmas.
UK punters already have to pay an import tax and more for books from the Kindle Store.
Amazon hasn’t given a reason for its price drop but has confirmed those users who forked out the full $279 will be getting an automatic refund.
So there you have it folks – will the extra $20 in your pocket push you towards the Kindle? Check out our unboxing photos for a look at the new ereader on the block, and let us know what you think below.