Target has dropped what amounts to a retail bombshell in the mobile device industry.
As e-readers quickly become some of the most popular and sought-after gadgets of the modern era, Target has secured an astonishing deal with Amazon that few thought possible until now.
Target will soon carry Amazon’s Kindle ereader device.
Prior to the announced deal with Target, the Kindle had been exclusively available through Amazon. However, beginning this Sunday, April 25th, the Kindle will start turning up initially in “select” Target stores. According to the official press release announcing the deal:
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.
Amazon’s willingness to roll out the Kindle for the first time through a brick-and-mortar retailer suggests that the online retail giant is growing responsive to the demands of many prospective ereader buyers who won’t purchase a Kindle until they’ve “seen one” or “touched one” in person.
If seeing is believing for would-be Kindle buyers, Amazon’s partnership with Target wll likely help the Kindle better compete in an increasingly crowded ereader marketplace.
“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 at Target.