Barnes and Noble has dropped the price on their Nook Simple Touch GlowLight to below the $100 mark.

Following its second price cut in less than a year, the $99 Nook is now less than its Amazon backed competitor, the Kindle Paperwhite.

With a front-lit screen that is fast becoming the new standard, the Glowlight can now work to trump the sales of the Paperwhite ($119) and the Kobo Glo ($129.99), according to CNET.

Although the booksellers previously announced that they would be ceasing production on their Nook Tablet, their Nook Simple Touch sales may increase with a lower price.

Proof of this can be found in the strategy Barnes and Noble is currently exercising in the UK. At the phenomenally low price of $38 (plus tax), the Nook Simple Touch has flown off the shelves across the pond while its American $79 counterpart has not seen the same success, according to Forbes.

While the price drops allow Barnes and Noble to increase profits on eBooks, TechCrunch posits that perhaps the company is clearing stock in order to introduce a new Nook model in time for back-to-school shopping.

If Barnes and Nobel does not plan on releasing a new model and instead wishes to wind down their Nook production, the Kindle will lose their main competition, a problem which could lead to stagnation.