NYSE Euronext (NYX) has decided to reduce, and in some cases eliminate, fees it charges investors who trade options on its exchanges, following in the footsteps of several exchanges that are revamping their pricing models.

NYSE Euronext announced Wednesday that it will no longer charge a facilitation fee to firms that facilitate their customer order flow. The fee applies to any transaction involving the firm's proprietary trading account, which has a customer of that same firm on the other side of the transaction.

The exchange also will reduce fees for electronic broker dealer orders at NYSE Amex to 15 cents from 50 cents.

The fee changes are intended to increase the number of options orders that flow through the exchange.

The move coincides with a decision by the Boston Options Exchange to eliminate "taker fees" on trades involving three popular exchange-traded funds and a decision by the International Securities Exchange in May to remove "premium product" fees on options of ETFs listed on multiple exchanges and indexes.

It also follows a decision by Nasdaq OMX Group (NDAQ) to assess a new 20-cent taker fee for customers who buy and sell options that trade in penny increments.

- By Tennille Tracy; Dow Jones Newswires; 212-416-2183; tennille.tracy@dowjones.com