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NEW YORK -- First it was books. Now it's DVDs. Walmart started another price war Thursday, trimming the online preorder prices of some upcoming DVDs following its price cut on books last month. And, once again, competitors Amazon.com and Target scrambled to match the prices. It's the latest salvo in an ongoing online push by Walmart designed to make sure everyone knows it intends to be the low-price leader on the Web and in stores. The retailer said late Thursday that it would lower the online prices of new DVDs such as "Harry Potter and the Half Blood Prince" and "Star Trek XI" to $10, roughly half the normal retail price. And when Amazon reduced some of its DVD prices to $9.99, Walmart shot back by cutting its DVDs to $9.98 as of Friday morning. Target got into the act Friday too. All three companies also sweetened the pot by offering free shipping for the DVDs.

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