The e-reader pricing wars continue, with Borders announcing that its $149 Kobo eReader will now be bundled with a $20 Borders gift card, and double Borders Bucks that can be used toward a future Borders purchase. Borders is selling the reader online and has run out of stock with more devices on order; it will start selling the device in its stores in September.

Borders has also announced the availability of the Borders app for the iPhone and iPad mobile devices. The app lets users browse and buy eBook titles; they can search by title, author, topic, or keyword. The app is free at

Borders CEO Mike Edwards said, “With two of the most aggressively priced e-readers on the market, we’ve already made clear our commitment to make it easy for every consumer to begin enjoying digital books today.” He called the new incentives “an exceptional value for the serious reader.”