Amazon's Kindle Goes Retail: Target To Stock Famed E-reader

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News Posted: Sun, Apr 25 2010 5:51 PM
The NOOK gets a serious update, the Kindle gets a serious partner insales. Just another rosy day in the crowded e-book reader market. Upuntil now, Amazon's record-breaking Kindle has been sold in just oneprimary place: online. A virtual store with no real shelves, no realboxes and nothing for consumers to touch, see and experience. Amazonhas had to rely on videos, text-based reviews and word-of-mouth inorder to market their Kindle, and somehow, they've done an astoundingjob.

Being "first to market" with a legitimate, 3G-enabled e-reader was ahuge help, but still, it's sort of amazing to think about how manyKindles have been sold when it's impossible to just waltz into aWalmart and touch one. With Barnes & Noble selling their NOOK inthe store, and Apple's iPad being available to touch in every Appleretail store plus a slew of Best Buy locations, Amazon knew they had torealign things. The competitive balance was just swinging too far awayfrom them, but that's about to change. Target has announced that theywill be partnering with Amazon in order to distribute and sell Kindlee-book readers in-store.



Available starting now in select Target locations, the Kindle will beavailable to touch and see for users who are considering an e-reader.It's a huge step for Amazon; it's the first real Amazon-branded productthat has been let loose in the the retail wild, and it might justre-jump-start sales despite a bunch of new rivas. As the firstbrick-and-mortar retailer to carry Amazon's Kindle, Target will makeKindle available at its flagship downtown Minneapolis store and 102south Florida stores beginning April 25, rolling out to more Targetstores later this year.

Not sure if a Kindle is worth $259? You can now arrange to see onefirst, and if you aren't in MN or FL, we're sure they'll be one in yourlocal Target sooner rather than later.


Kindle, which will retail for $259, has been available for purchase on Amazon.com exclusively, but now Target guests can see and touch the e-reader before they buy. Giving Target guests the opportunity to experience a Kindle before they buy is in keeping with Target’s commitment to providing quality products and a best-in-class shopping experience.

“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.”

“Target’s reputation for excellence and value makes it the perfect fit for Kindle,” said Steve Kessel, senior vice president, Amazon Kindle. “We’re excited to work with them to bring readers around the country a new way to discover and buy Kindle, and with it, wireless access to a massive selection of over 500,000 books.”


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Saw these at Target today, and let me just say. Boring, and expensive :P

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realneil replied on Mon, Apr 26 2010 8:11 AM

Yes, expensive, but hardly boring. If I hadn't got mine as a gift I never would have bought one of them. It is a good way to read books though. and I'm enjoying mine immensely.Wink

Amazon is finally getting some meaningful competition from other manufactures that are selling quality devices for less money now and that means that the prices will start to slide real soon for all of them. Amazon's proprietary hold on e-books has slipped as well.

Now, electronic books are usually published in multiple formats so they can be read by all of the readers out there. Amazon has enjoyed a huge monopoly on their Kindle e-book readers for a long time and has made a crapload of money on them too. But that's about to become moot. and that's a good thing.

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"If I hadn't got mine as a gift I never would have bought one of them."
 
That's just my point. If you are going to pay that much for one. Why not up for the IPad (which is a glorified E-Book reader, until update) or the other Tablets about to hit. Even the Nook has color and other feature to warrant the price, although I could not imagine magazines on that small of a screen.
 
I could understand these things if they were in the Buck-fiddy range. I am just saying it is about time to give it up and go the way of a Beta-VCR.Cool
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