UK supermarket Asda has cut the price of the Kobo E-book reader from £87 to £67 in a bid to encourage punters to embrace e-readers.
Regular Asda customers spending more than £40 during the week can also get a free £5 voucher that may be redeemed against their groceries.
Kobo has been purchased by Japanese retail giant Ratuken which also acquired Play.com a few months ago.
Both Waterstones and Amazon currently offer sub-£100 ebook readers which complement their respective ebook libraries.
The current ebook market works in a similar way to the disposable razor blades one with the sales of ebooks heavily subsidising the cost of the readers.
The Kobo Wi-Fi tablet comes with more than 100 classics preloaded and is a mere 10mm thick. It will go on sale at Asda.com at the discounted price from this Friday.
As for specifications; it can store up to 1000 books, is compatible with EPUB and PDF formats and supports 32GB SD cards.
The boundary between ebook readers and tablets is rapidly blurring, with the major ebook sellers also having colour tablets out or in the pipeline.
Barnes & Noble has the Nook Tablet which has been on sale since last month, while the Amazon Kindle Fire is already out in the US, and Kobo has the Vox.