Amazon's first color Kindle for kids just got $90 cheaper, weeks before Prime Day even starts.
The Kindle Colorsoft Kids is now $209.99 at Amazon, down from its $299.99 list price, a 30% cut. It's Amazon's first color e-reader built for children, and it ships with a 12-month Amazon Kids+ subscription that unlocks a large library of books, including full-color titles. Parents get a dashboard to track reading progress, add books, set age filters, and cap screen time. The discount is live now, ahead of Amazon's official October Prime Day event.
The timing matters more than the discount itself. Amazon recently raised prices on several of its own devices, including Kindles, pointing to a memory-chip shortage the industry has nicknamed "RAMageddon," driven by AI hardware demand eating up chip supply. That makes a price cut on any Kindle less routine and more of a small, deliberate exception to a trend running the other way.
If Amazon is willing to shave $90 off a kids' Kindle while raising prices elsewhere, it's a reminder that Prime Day deals are curated exceptions, not proof the underlying cost pressures have eased.