September 15, 2011, 2:40 PM

Sure, the e-book’s OK, but look at that $5 discount on ice cream

Amazon expands its daily deal offering to the screens of its cheapest Kindles.

Lead Photo has opened a new front in the daily deal war: the screens of its Kindle electronic reading devices. The world’s No. 1 e-retailer as measured by the Internet Retailer Top 500 Guide today said it would offer its AmazonLocal discounts to consumers via their Kindles.

As with everything in life, the move comes with conditions. Only consumers using Kindle with Special Offers—cheaper versions of the device that require shoppers to view sponsored screensavers and discount offers from other brands—will receive the offers. And Amazon, at least for the time being, will send the discounts offers only to consumers in the New York City area. The program will expand later this year to the 43 other markets where Amazon sends out its daily deal offers, the e-retailer says.

"Customers tell us they love the new lower price for Kindle and the money-saving special offers that display when they aren't reading,” says Jay Marine, director, Amazon Kindle. “We think customers are going to be thrilled with this new, convenient way to take advantage of AmazonLocal deals.”

Amazon says shoppers can buy the daily deal offers directly from their Kindles; purchases are followed by the receipt of the voucher on the Kindle’s home screen. Customers show the vouchers to participating merchants and service providers. Customers also can print the vouchers.

Amazon plans to release a software update for Kindle in the coming weeks that will include the AmazonLocal capability. Initial offers will include $7 for a one-hour Central Park bike ride that normally costs $15, and $5 for $10 worth of ice cream at Coldstone Creamery.

This is not the first time Amazon has combined Kindles with daily deals. Last month, the e-retailer launched the Kindle Daily Deal, giving consumers a 24-hour window to snatch up heavily discounted copies of electronic books.

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