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

The NOOK gets a serious update, the Kindle gets a serious partner in sales. Just another rosy day in the crowded e-book reader market. Up until now, Amazon's record-breaking Kindle has been sold in just one primary place: online. A virtual store with no real shelves, no real boxes and nothing for consumers to touch, see and experience. Amazon has had to rely on videos, text-based reviews and word-of-mouth in order to market their Kindle, and somehow, they've done an astounding job.

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

Available starting now in select Target locations, the Kindle will be available 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 product that has been let loose in the the retail wild, and it might just re-jump-start sales despite a bunch of new rivas. As the first brick-and-mortar retailer to carry Amazon's Kindle, Target will make Kindle available at its flagship downtown Minneapolis store and 102 south Florida stores beginning April 25, rolling out to more Target stores later this year.

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

Kindle, which will retail for $259, has been available for purchase on 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.”