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3 reasons to be worried if you’re looking for a cheap Kindle this Prime Day

James Pickard

29 June 2025

I don’t think it’s good news if you’re hoping for good Kindle deals

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(Image credit: Future)

In the run-up to last year’s Amazon Prime Day, so many people I spoke to said they planned to buy a new Kindle in the sale. I proudly told them it was a smart move, as I’ve said countless times before, because Prime Day is when Amazon Devices are available for their lowest-ever prices. Then the big sale rolled around, and we saw some of the most disappointing Kindle deals in recent memory. Yikes.

Another year on and I’m hearing those same hopes and dreams from friends, family and colleagues who are eyeing up a new ereader for Prime Day. And I’m here to tell you that, uh oh, I don’t think it’s going to be any better in 2025.
New tech, new higher prices
First up, two updated models of the most popular Kindle and Kindle Paperwhite were launched in October last year. That led to some welcome, if also fairly underwhelming, deals in the Black Friday sales.
Since then, I’ve been able to count the number of price cuts on these ereaders in both the US and the UK on one hand. Compared to the regular and aggressive discounts on the last generation Kindles, it seems Amazon is more reluctant to discount the new and improved versions.

Of course, they will definitely be reduced for Prime Day. That’s a given. Amazon itself has even teased that deals on the Kindle and Kindle Paperwhite are coming in the sale. Still, I can’t see them going as low as I’ve seen in years past. The days of a $59.99 / £34.99 Kindle are, sadly, long gone.

The Kindle Colorsoft could fall to a record-low price this Prime Day, but don’t expect it to be cheap. (Image credit: Future / Lance Ulanoff)
And that’s before I mention the Kindle Scribe and Kindle Colorsoft. These two devices are certainly in line for deals over Prime Day, but given that they are already more expensive premium models with advanced features and capabilities, you won’t be seeing them for cheap.
Kindle is king
I also think that, with the way so much anticipation is placed on Prime Day as the best time to pick up Amazon products, the retailer doesn’t necessarily need to go for such substantial discounts on its most popular items any more. Sure, it’ll slash an Echo Dot or Fire TV Stick to nothing to get Alexa and the Amazon ecosystem in your home, but the Kindle is a different proposition.
Despite admirable competition from the likes of Kobo and Onyx, the Kindle is still well-established as one of the best ereaders you can buy. Amazon knows it’s onto a winner with this one.
Current readers are also potentially locked into an existing collection of books from Amazon’s exclusive library, set up with recurring Kindle Unlimited subscriptions, and enjoying the benefits of regular free books through Prime.

Lots of long-time Kindle users have a vast library built up already and lots of free books available all the time. (Image credit: Future)
When you weigh those things up, it’s hard to see why Amazon would want to sell Kindles for as cheaply as it has done in the past. I think that’s played into why discounts have been fewer and smaller recently.
And then there’s everything else going on
Lastly, there are a handful of other wider factors to consider that I’m bundling together here. We’re living in a world where everything costs more nowadays. The tariff nonsense still has manufacturers and retailers jumpy. Consumer spending power is generally down across the board.
As a British bloke with a film degree, I’m not going to dare wade in on the specifics of how these will affect the price of a Kindle, but I don’t need to study economics to know it’s all having an impact. Amazon is undoubtedly considering all of this when it comes to setting prices for its members-only sale. The same members it’s charging extra to if you want ads removed on Prime Video.
I’m prepared to be pleasantly surprised, but I’m not hopeful. Just putting it all together, the tech is newer, the discounts throughout the year have slowed, Prime Day is a well-established sale, and the current state of the world all point towards another disappointing year for Kindle deals.

Today’s best Kindle deals

Amazon Kindle 11th Gen 2024

$109.99View Deal
See all prices

Amazon Kindle Paperwhite 12th Gen 2024

$159.99View Deal
See all prices

Amazon Kindle Colorsoft

$279.99Preorder
See all prices

Amazon Kindle Scribe (2024)

$399.99View Deal
See all prices

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James Pickard

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Senior Deals Editor

James Pickard is a Deals Editor at TechRadar. After many years of scouring the net for the cheapest games and tech for his personal use, he decided to make it his job to share all the best bargains and coupon codes with you. James also has almost a decade of experience covering some of the biggest sales events of the year at Eurogamer and VG247, including Black Friday, Cyber Monday and Amazon Prime Day. When not deals hunting or stacking coupon codes to get the biggest savings, James can be found on the PS5, watching a classic film noir or cheering on the Tampa Bay Buccaneers.

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