“This is really about having a Kindle that’s more affordable,” said Jay Marine, director of Kindle at Amazon.

The device, known as “Kindle with Special Offers,” will have the same hardware as the most recent, $139 Kindle, with Wi-Fi, a one-month battery life and an 8.5-ounce body. But instead of the typical Kindle screen savers, like images of authors, Amazon will show ads from brands like Buick, Procter & Gamble and Visa. The ads will also show up on the home screen, but they will not appear inside e-books.

Amazon will give users a say in which ads they see, borrowing a page from the playbooks of Hulu and TED.com. People can vote, either online or on a Kindle app called AdMash, for their favorite of two ads, like a close-up of a model’s face versus a photo of a jar of cream for Olay. They can also tell Amazon whether they want to see more or fewer ads with landscapes or illustrations, for instance.

Readers will also be able to get discounts through their Kindles. Amazon will open the offers to advertisers, but to start, the deals are all from its site, like $10 for a $20 Amazon.com gift card or 50 percent off a Roku streaming player from Amazon. By entering the daily deal business, Amazon is competing with Groupon and with LivingSocial, the group-buying service in which it is an investor. Mr. Marine said that Amazon’s service was separate from LivingSocial’s.

The ads and offers appear to be another significant step toward Amazon building its own tablet and competing more directly with the iPad, said James L. McQuivey, an analyst at Forrester Research who studies digital media and consumer electronics. Amazon opened an Android app store last month and has been hiring Android software developers.