That price gets you the ad-supported version of the tablet. If you want the option that will never shove an Amazon 'special offer' in your face, that version now costs £149, down from £169.
The discount, which is available to snap up now from Amazon's site, gets you the online book mogul's tablet at less than its launch price, and possibly comes in response to Barnes & Noble's recent price cut, which saw the rival Nook HD tablet's cost shrunk to £99.
The 32GB version has also seen its price cut to £159, down from £179 (or £159 and £169 for the non ad-supported versions). Unfortunately it seems there's no equivalent cut for the larger Kindle Fire HD 8.9, which still starts at £229.
Stateside shoppers will be pleased to know that the US model has also been discounted, with the lowest capacity ad-supported option moving from $199 to $169.
While the price cut is good news for slate hunters, the Kindle Fire HD still doesn't have the power to download movies for offline viewing, and instead makes you stream flicks over Lovefilm -- something we criticised in our thorough review.
In short, the Kindle Fire HD falls down in comparison to the Nexus 7, which is powerful, and gets you access to videos, music, movies and ebooks from all manner of sources.
The £20 discount makes the Fire HD slightly more tempting, and its simple interface could prove a winner with less tech-savvy shoppers or those buying their first tablet. If you're capable of handling Android, however, I suspect the £159 Nexus 7 is still better value.
Which is your favourite tablet? Will you buy the discounted Kindle Fire HD? Let me know in the comments, or on our Facebook wall.