Lady Gaga's 'Born This Way' Tops Billboard 200 for a Second Week, Despite Sales Drop
Lady Gaga's 'Born This Way' Tops Billboard 200 for a Second Week, Despite Sales Drop

Amazon's MP3 store is selling Lady Gaga's new 14-track album, "Born This Way," for just 99 cents -- today only. Not surprisingly, the title had already become the store's top digital album by 9 a.m. ET.

The same album is selling at iTunes for $11.99. iTunes is also selling an exclusive 15-song version of "Born This Way" with a slightly different track listing for $15.99. If purchased by May 29, the more expensive version will include a remix of the single "Judas." The $15.99 version was iTunes #1 album Monday morning while the $11.99 version was #4. A splash page at Gaga's web site links to iTunes exclusive version of the album.

Why would Amazon sell "Born This Way" at such a low price? Market share and Cloud Drive. Amazon has long discounted MP3 albums and tracks to help lure customers. Its MP3 store mobile app puts low prices front-and-center by highlighting daily free songs, 69-cent songs and album deals.

But now Amazon has another reason to push digital albums. The new Cloud Drive file storage service - which is facing stiff competition from Google and, soon, Apple -- is being prominently advertised next to "Born This Way" to induce customers to get 20GB of free storage with the purchase of this or any album. In other words, you can spend 99 cents and get $20 worth of storage for a year.

Questions? Comments? Let us know: @billboardbiz

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