Amazon’s released a new Kindle. The low-end model costs just £109, and, of course, is backed by the gargantuan-yet-still-growing Kindle store. It’s going to kick some serious bottom.

Nigel Whitfield today asks: How much is Kindle? A year of eBooks from Waterstones. Astonishingly, in the face of some massive competition from the USA, British chain Waterstones is now charging more for a few dozen ebooks that Whitfield bought over the past year than when he originally bought them. The net result: it would be cheaper to buy a Kindle and all the books than to just buy the books from Waterstones.

In the print market, I had—and indeed have—big problems with Amazon. Its margins are so low that no-one else can compete. Small publishers have been driven out of business by Amazon only buying a few books at a time (sent by the publisher to the online giant) and then selling them at a ridiculous discount, leaving mere pennies per copy in profit for the publisher.

This is bad.

However, in the world of digital, it beggars belief that every British chain isn’t doing what the supermarkets do and at least comparing costs. It’ll be interesting to see how the likes of Play fares if it seriously enters the ebooks market, since that company at least has the gumption to mess about with its audio download pricing structure. Everyone else: take note. In the internet world, people have little loyalty to companies—they care about price. In the digital media world, this happens even more so, and sellers have fewer excuses regarding competing on pricing.