Amazon.com is once again lowering the price on the Kindle, chief Jeff Bezos said Wednesday, part of the company's desire to make the electronic device more "mass market." Starting Thursday, a new version of Kindle, which will be shipped in August, can be ordered for $139 for models with a WiFi connection and $189 for models with both a WiFi and 3G connection. In June, Amazon immediately cut the price of the Kindle to $189 following Barnes & Nobles' new, lower Nook price point of $199. The price cut worked, and that model is currently sold out. Since Amazon debuted the current generation of the Kindle 17 months ago, the market has become saturated with similar models, including Apple's iPad. Bezos insisted he's not interested in making a tablet computer, and instead said the company is committed to making a single-purpose E-Reader.