Eye-Fi is doubling the amount of photos or video you can store on its wireless memory cards for the same price. The Eye-Fi Pro X2 photo cards can now store 16GBs of data for $99, compared to its previous 8GBs for the same price.

Eye-Fi memory cards are more than just storage devices for cameras and video cameras. They can connect seamlessly to wireless networks and upload photos to web sites such as Flickr automatically, allowing you to publish photos as quickly as you take them when you’re within range of a Wi-Fi network. You can connect a camera to a mobile device such as a smartphone or tablet.

It’s natural for Mountain View, Calif.-based Eye-Fi to make progress on its technology like this. Moore’s Law allows companies to double the number of transistors they can put on a chip every couple of years. Named after Intel Chairman Emeritus Gordon Moore, the observation holds that advances in chip manufacturing technology allow for constant progress in making chips smaller, faster, denser, and cheaper. And it’s nice that the company can do this just before the holiday shopping season.

“Cameras have more megapixels, and pictures and videos are more demanding in terms of size. Moving to a 16GB, Class 10 card keeps up with these trends and delivers what our customers have been asking for,” said Yuval Koren, the CEO and cofounder of Eye-Fi. “Customers already know and love our Eye-Fi cards for instant wireless uploads, so the added space and faster speeds are a great addition, especially with the highest-volume photo days coming up.”

With the “endless memory mode,” a photo card can free up space as soon as a photo is transferred, so a photographer never has to worry about running out of data storage. Pictures are backed up and securely stored on Eye-Fi’s cloud. And the card can geotag pictures with your location and time taken. The card is available for pre-order now for $99.99 in the U.S. from Amazon. Eye-Fi says its customers have uploaded more than 500 million photos since 2005. The company’s investors include NTT Docomo, Opus Capital, Shasta Ventures and TransLink Capital.