Let’s recap:

Just over two weeks ago, Amazon finally launched the Kindle store in Japan.

One week after that announcement, the Asahi reported that both Sony and Rakuten Kobo cut the prices of their e-readers. The Sony E-Reader PRS G-1, which is Wi-Fi and 3G enabled, was cut to 10,800 yen, a not insignificant 4,000 yen decrease.

The Kobo Touch and Kobo Glo, which have Wi-Fi but not 3G, now currently go for about 7,000 and 8,000 yen respectively.

Now, Publishing Perspectives (via Computerworld) has pointed out that Amazon will be cutting the prices of their new Paperwhite models, less than two weeks after first announcing their launch and initial price:

The Kindle Paperwhite’s price is now down to ¥7,980 (or around US$100), down approximately 5% from its earlier price of $120. In the US, by comparison, the Paperwhite comes in two versions: an ad-supported model sells for $120, and an ad-free model for $140. According to Computerworld, the Japanese Paperwhite seems to come without ads, although there has been no official confirmation.

Less than what it costs in America now, and with the same price point as the Kobo Glo! (The Paperwhite with 3G capabilities still sits at 12,980 yen, however).

It’s getting serious, guys.