If you thought that Sony was taking the eReader market lightly, it might be time to think that thought through again. After offering a pricier answer to the Amazon Kindle Touch, despite a superior build, Sony slashed the price of their Reader Wi-Fi (PRS-T1) to $129, below the Kindle by $10. Then, Sony followed by nocking down the price another $30 to an all time low of $99, beating Amazon at their own price game while offering a thinner, multitouch unit, versus the counterpart while putting the Sony Reader Wi-Fi in Nook pricing territory.

Now, Sony is turning up the heat with another offensive on Amazon which can help you snag a Sony Reader Wi-Fi for just $50. In a new promotion, owners of previous Kindle models can trade in their old unit for up to $50. The gift card can then be applied towards the Sony Reader Wi-Fi or any other Sony product that might interest you. With the comparable kindle running higher in price and only able to match Sony with ads on screen, this might be the perfect time for Sony to start an advertising blitz, announcing their no ads, thinner and multitouch eReader which also goes toe-to-toe with the Kindle in price and their trade in promotion which makes their unit neatly unbeatable.

Let’s talk, after the jump.

Discuss:

Do you think Sony has a real advantage now and can star to capture some real market share if they put together an aggressive advertising blitz or is more work needed?

[Via Sony]