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The retailer is now selling the Olevia BDP-110 stand-alone Blu-ray player for $229.99, $70 less than a Sony Corp. player sold in the same retail division.
The hardware features Blu-ray playback capability for high-definition 1080p resolution.
Retailers have been offering a range of Blu-ray price cuts to boost market share.
Amazon.com this week it began offering a new sale that discounts select titles up to 59 percent off.
Amazon price cut Sony's BDP-S300 1080p Blu-ray Disc Player to $194.98 to clear inventory of the product.
In Sept. began offering a $50 discount with the purchase of select Blu-ray players by Sony Corp. and three Warner Bros. Blu-ray disc titles.
Lastly, the retailer this week began taking pre-orders for Sony's Blu-ray backed 160GB Playstation 3 Bundle.
Announced in Aug., the limited edition bundle will include the title Uncharted: Drake's Fortune, a Playstation Network voucher for Pain, and a Dualshock 3 Wireless Controller for $499.99.
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