Online retailer Amazon.com has cut the price of its standard Kindle electronic reader by 17 percent to $299, the company said on Wednesday, the latest salvo in the war for digital readers.

The price cut comes amid a budding digital book battle where rivals like Amazon, Sony Corp and a host of smaller companies are anxious to get in on the ground floor of what some say is the future of reading.

Amazon said customers who had ordered Kindles that had shipped within the past 30 days would receive a $60 credit on the price difference.

Electronic readers allow consumers to read books, magazines or newspapers on a tablet that downloads content digitally. While the devices are convenient for those who travel and embraced by avid readers on the go, their high prices have been a barrier to many.

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