Competition is coming the Amazon Kindle way, with the e-book reader market set to see the addition of two new high-profile e-readers during the holiday season – Sony Corp’s Daily Edition Reader, and Barnes & Noble’s (B&N) Nook!

In a Wednesday statement, Sony said that orders for its new Daily Edition Reader will be shipped from December 18 till January 8; though the exact dates cannot be guaranteed. The company had announced in August that its e-reader will hit the markets around the holiday season.

According to Sony spokesman Kyle Austin, the company’s $399 wireless e-reader, will essentially target the market of the Amazon Kindle. Austin added that the Daily Edition Reader will largely aim at enhancing the newspaper viewing experience; and will be sold on a “first come, first serve basis.”

Meanwhile, B&N had said last week that the latest orders for its $259-priced Nook e-reader will begin shipping by December 18; stating alongside that the consumers can expect the product to reach them by Christmas.

With there being no official disclosure from Sony or B&N about either the number of orders received or the number of units to be readily available for the holidays, Sarah Rotman Epps, a Forrester Research analyst, remarked: “The real story with both of these products is that the companies were rushing to get them to market as soon as possible.”