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Kindle may reach retail in bid to thwart iPad

updated 05:10 pm EDT, Wed April 7, 2010

Target seen carrying Kindle by April 25

A screen capture of Target's inventory system today has suggested that the retailer will be the first to carry the Amazon Kindle at retail. The six-inch model is listed as arriving on April 25th and would carry the same $259 price as it does online. It's not clear from the Engadget tipster whether there would be any functional changes, although that isn't expected.

Neither Amazon nor Target has confirmed a retail deal as of this writing.

The move would be a rare one for Amazon and a likely reaction to Apple's new presence in the e-reader market with the iPad. Unlike virtually every other e-reader maker in the US, Amazon has relied almost exclusively on its website and word-of-mouth to drive Kindle sales since the reader launched in late 2007. Officially, this has resulted in "millions" of sales, but the company has also had problems creating awareness due to its limited reach. Until now, Amazon could never let customers try the Kindle in a store before they bought it, and it only just recently began advertising on TV in addition to the web.

Apple, meanwhile, has both its own stores and a strong presence at chains such as Best Buy. It isn't alone as Barnes & Noble has had the luxury of marketing the Nook at its own bookstores, and Sony's Reader line has for months had a footprint in Best Buy in addition to self-run stores.

by MacNN Staff



  1. VinitaBoy

    Joined: Dec 1969


    Show Us Your Trick, Little Pony!

    You know: your one, single, lone trick. Come on, you do it so very well.

  1. MisterMe

    Joined: Dec 1969



    Really? Tar-Jé customers are the target demographic for the Kindle?

  1. wrenchy

    Joined: Dec 1969


    The Trick?

    The Trick for this little pony is that someone can read a book in the Texas heat and not have to cool it down in a fridge.

  1. dliup

    Joined: Dec 1969


    NOT $259

    The $259 is the kindle with a tiny screen. The one with 9" screen is the Kindle DX, which is at the same price as an iPad.

    However, Kindle is black and white, don't really have too much storage, and really can't do too much.

  1. Foe Hammer

    Joined: Dec 1969


    Typo in Price!

    Who mis-typed the price in the Target inventory system? Presuming Amazon and Target really intend to sell any of these things, somebody better remove that errant '9' that worked its way into the price and makes a $25 item read as if they're going to charge $259 for it.

  1. appleuzr

    Joined: Dec 1969



    please die like your Kindle counterpart inevitably will.

  1. Foe Hammer

    Joined: Dec 1969


    wretchy must be referring to

    ... someone visiting Texas.

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