Target Takes a Stab at Selling Kindle Ebook Readers

Posted 04/22/2010 at 5:11am | by Paul Lilly

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Beginning April 25, you'll be able to stroll into Target's flagship downtown Minneapolis store or one of 102 south Florida stores and purchase Amazon's Kindle ebook reader, Target announced today.

"We’re excited to be working with Amazon to help even more readers discover Kindle, in-store only at Target," said Mark Schindele, senior vice president, Target. "We strive to enhance our product offerings to include surprising products and services at great values so we’re proud to be the first brick-and-mortar retailer to sell Kindle, allowing our guests to feel how lightweight and easy on the eyes Kindle is."

Prior to this, Kindle has only been available online direct from Amazon. But that was before the ebook reader wars got a lot more interesting when, earlier this month, Best Buy confirmed plans to carry Barnes and Noble's Nook. What's more, Apple's iPad and a flurry of other handheld tablets on tap threaten to cut into the Kindle's market share, and we suspect this limited brick and mortar run will end up expanding to other markets.

The Kindle will sell for the same price ($259) in Target as it does online.