Holiday discount season is back at Amazon.com (NASDAQ:AMZN). On Tuesday, the e-tailer published a "lightning deal," pricing its entry-level Kindle Fire tablet at $129, a $30 discount to its list price, and $200 less than Apple's (NASDAQ:AAPL) iPad mini.

Amazon published the deal at 10 am pacific. By 1 pm, all discounts had been claimed. CEO Jeff Bezos says that Amazon generally sells the Fire and its newer cousin, the Fire HD, at near cost, so any extended discounting could come at a price.

Overall, tablets are expected to be a hot seller during the fourth quarter. The Consumer Electronics Association estimates total sales at 32 million units, which would amount to a 112% year-over-year increase.

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