It's the new Amazon Promo:
100 Kindle Books for $3.99 or Less as selected by their editors
Quote:
Looking for great books at a low price? Browse the newest section of our store--100 Kindle Books for $3.99 or Less--a diverse selection of deals hand-selected by our editors each month. Shop soon... These deals will expire on September 30, 2011.
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Some of the selections (via the Kindle editors blog)
Shanghai Girls: A Novel ($3.99) by Lisa See
The Black Ice (Harry Bosch) ($1.99) by Michael Connelly
Feed ($1.99) by M. T. Anderson
Dillinger ($1.99) by Jack Higgins