Amazon Kindle E-reader to Retail in All Target Stores From June 6

June 3, 2010, By Sanjeev Ramachandran

Target Corporation had announced that the Kindle e-reader from Amazon would be available for sale from all of its 1,740 stores from June 6 onwards. The retail chain has priced the Kindle at $259, which is the same price listed for the device on the Amazon website.

Amazon’s move to make the Kindle, which could only be purchased through its website, available through Target stores, is part of the company’s strategy to increase its sales owing to heavy competition from rival e-readers such as the Apple iPad, the Nook e-reader from Barnes & Noble and the Sony e-reader. Retailing the Kindle will give users an opportunity to sample the e-reader before buying it. All of its rival devices already have retail sales channels, with the Kindle being the only e-reader till now to be available solely through the Amazon site.

Amazon had earlier conducted a test run by selling the Kindle in 104 Target stores. The company was satisfied with the sales results which prompted it to sell the device in all Target stores nationwide. Amazon’s online sales for the Kindle have not faced many problems. The Kindle is still listed as the electronic device with the highest sales figures through Amazon on the company’s website.

Meanwhile, the competition in the e-reader market is constantly increasing with the no-frills Kobo e-reader priced at $150 expected to begin shipping this month and a gift card worth $50 being offered for free by Barnes & Noble with every purchase of the Nook e-reader.

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