How Lady Gaga's 99-cent 'Born This Way' Sale Hurt Interscope, Distributors
How Lady Gaga's 99-cent 'Born This Way' Sale Hurt Interscope, Distributors

As if there wasn't enough controversy the first time around, Amazon.com today put Lady Gaga's new album 'Born This Way' on sale for a heavily discounted .99 cents for the second time this week.

The announcement came in an early-morning Twitter post in which the online retailer said the following: "We're doing it again and this time we're ready. Get @ladygaga's Born This Way album for $0.99 today" with a link to the Amazon sale page.

The reference to being "ready" refers to the many delays and server problems consumers experienced on Monday when the online store was overwhelmed by high demand for the discounted promotion.

In a 3:00 a.m. press release titled " 'Lady Gaga for $0.99 Again - This Time We're Ready,' " Craig Pape, Director of Music for Amazon, said the following: "Clearly customers are really excited for Lady Gaga's new album - we saw extraordinary response to Monday's promotion - far above what we expected - she definitely melted some servers. So we're doing it again, and this time we're ready."

Lady Gaga's label and management have stated that they were not alerted to or involved in Amazon's promotion.

While it's unclear if another day of the .99 cent "Born This Way" promotion on Amazon.com is truly the online retailers attempt at making amends for technical problems earlier in the week or just boosting its new Cloud service -- or both -- but one thing is certain: Gaga will continue to own this week's headlines.

Questions? Comments? Let us know: @billboardbiz

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