It's complicated, and requires a few things and steps.
The basic gist of it is that they have some discounts on the kindles AND they have where you can get Prime for a discounted price when you buy a Kindle Fire, and can get the kindle unlimited plan at a discount when you get the regular Kindle. Thing is, those plans can be gifted and then converted to gift cards. So, you gift them to yourself.
For the regular kindle, you will need two amazon accounts, one with Prime and one without Prime
For the Kindle Fire 7, you will need the 2 accounts AND an Amazon branded credit card.
You will do the buying with your non-prime account and gifting the add-on plan(s) to the other account
For the Kindle Fire, you have to add it to the cart (along with discounted Prime plan and tell it that it's a gift) AND go back and view the $49 kindle, add it to cart with the discounted Unlimited Kindle plan, then remove it from cart, leaving the Unlimited Kindle plan in cart. AND you have to pay with your Amazon branded card and use discount code KDL30ARC to get $30 off (discount is because you are an Amazon Visa card holder)
You can get up to 3 Fires using the Visa coupon code and other discounts. And, once you get your first plans gifted to yourself and converted to gift certificates, you can apply those to orders #2 and #3 as well
Full details here
http://slickdeals.net/f/7448246-new-kindle-with-touch-for-35-53-from-amazon?v=1Your card will be charged more than the prices in title, but since you tell the system that you want to convert the gifted plans to gift cards, you're getting that price in a sense (some of your $ will now be in gift card form)
The $30 off for Amazon card holders ends at 11:59PM on 11/30/14
Dunno when the discounts for other kindle end, but I presume at the same time.
disclaimer - whether or not Amazon will get P.O'd at ya and shut down your buyer account (or worse, your seller account) is unknown. So, do this at your own risk