Rumors surrounding the Kindle are pointing to Amazon giving them away for free, to those that qualify. Amazon is reportedly considering giving a free Kindle to those that subscribe to its Prime shipping service. This service costs $79 per year, and is used by frequent customers of the site. Amazon likely believes that these customers would purchase a substantial amount of books to recoup the money that would be lost giving the device away. This can be interpreted as a reaction to the upcoming iPad from Apple, which looks to challenge the dominance of the Kindle in the e-reader market.