Having covered Amazon Prime Day for as long as we have, we know what to expect. One thing that's almost always certain — Amazon is going to drop prices on their Kindle e-readers. The longest Prime Day ever is now underway (through July 11), and we're seeing lots of discounts roll in on the popular reading devices.

This Prime Day, the Kindle Colorsoft Signature Edition 32GB is available at an all-time low, nearly 40% off: For $179, down from the regular $279, this is a deal that’s hard to overlook if you’re looking for some good digital books.

If you’re on the market for a Kindle, Fire TV device or Echo speaker, Amazon Prime Day is basically Black Friday for you. Prime Day deals on those devices are typically the same (or very close to) the prices we see at the end of the year near the holidays.