"Citi analyst Mark Mahaney estimates that Amazon will sell 3.5 million Kindles this year and 100 million eBooks. He estimates total Kindle hardware and eBook sales (assuming the $9,99 price) to come to $1.9 billion, or 5 percent of Amazon’s estimated total revenue for 2010. If Amazon can’t hold the line on the $9.99 price, it will be harder to sell 100 million eBooks and there might also be less demand for Kindles. (The ability to buy new books at a steep discount is one of the Kindle’s main appeals). Every million Kindles Amazon doesn’t sell will result in a 1 percent reduction in Amazon’s total estimated revenue for 2010. (Barclays analyst Douglas Anmuth estimates only 3 million Kindle sales this year). Will the iPad dampen sales of the Kindle and its eBooks, and by how much?"