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Amazon will sell Kindle at Target

Consumers will be able to buy Kindle e-readers at some Target stores starting Saturday. Consumers will be able to buy Kindle e-readers at some Target stores starting Saturday. (Mark Lennihan/Associated Press)
Bloomberg News / April 22, 2010

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SAN FRANCISCO — Amazon.com Inc. will sell its Kindle e-reader through Target Corp., the US discount retailer, as it tries to fend off rival products from Apple Inc. and Sony Corp.

The Kindle will go on sale Saturday at the chain’s Minneapolis flagship store and 102 locations in southern Florida, Target said. The device will sell for $259 and is not available at other brick-and-mortar outlets, Target said.

Apple challenged Seattle-based Amazon.com with the iPad, which went on sale this month and lets users browse the Web, watch videos, and read digital books.

Sony’s e-readers are available at 10,000 US retail stores including Target, Staples Inc., and Costco Wholesale Corp.

Amazon.com, the largest online retailer, controls about 90 percent of e-book sales, according to estimates by Credit Suisse Group AG. New devices from Apple and others will cut its share to about 72 percent this year, Credit Suisse said.

Amazon.com rose $2.23 to close at $146.43 in Nasdaq Stock Market trading yesterday. Target added 79 cents to close at $56.93 on the New York Stock Exchange.