Amazon is taking up to 20% off its wildly popular 7-inch Fire Tablet, get the 8GB model for just $40 Prime shipped

Update (6/13 10:00am): Amazon is also taking $20 off its Kindle e-reader, dropping the price to $59.99 shipped (Reg. $80). Paperwhite is also getting a $20 discount.

This morning, Amazon is discounting its seven-inch Fire Tablet Wi-Fi 8GB in four colors down to $39.99 (Reg. $50). The larger 16GB model is also on sale for $59.99 (Reg. $70). Also available at Best Buy. This is one of the strongest discounts that we’ve seen outside of a Black Friday promotion that hit $35.

Amazon recently upgraded its seven-inch tablet with new color options and larger storage in April. At the time, we called it the “best deal out there”. Amazon customers largely agree, it is the best-selling product in the computers category while also collecting a 4.2 out of 5 star rating from over 54,000 reviewers. Features include a seven-inch iPS display that is powered by a 1.3GHz quad-core processor. It has front and rear-facing cameras plus access to the Amazon Underground store. Users can expect up to seven hours of battery life on a single charge.

Be sure to protect your new device with some accessories like these folio-style cases.

The fast quad-core processor consists of four high-performance 1.3 GHz cores for quick app launches, smooth games and videos, and great overall performance. Fire features a 1024 x 600 IPS display with 171 ppi for a bright display with vivid colors and whiter whites. Enjoy a great viewing experience at all angles through a combination of IPS (in-plane switching) technology and an advanced polarizing filter. Don’t be tethered to an outlet—with up to 7 hours of mixed use battery life, Fire gives you the flexibility to go wherever the day takes you.