In addition to launching a sale yesterday, Amazon also expanded the rewards offered to Prime members to include a 10% discount on the Kindle Fire HDX and the second-gen Kindle Fire HD.
And to make things even better, you can combine 10% discount with yesterday's sale. Prime members can now buy the pricy Kindle Fire HDX 8.9 for $305, down from a regular retail of $379. The Kindle Fire HDX can be had for $$179, and the Kindle Fire HD is similarly discounted.
The Prime member discount is not explicitly mentioned on the product pages, but there is a quiet little blurb (which I missed yesterday). The discount is applied when you complete the order process.
Some pundits have been expecting Amazon to announce this type of discount since before the first Kindle Fire launched. In fact, wild speculation that Amazon would give away Kindles to Prime members circulated any number of times in 2010 and 2011. One fellow even graphed the price drops for the Kindles and predicted that the price would reach zero by November 2011. That didn't happen, obviously.