April 22, 2010, 4:10 PM

For the first time, shoppers can touch an Amazon Kindle before they buy it

Consumers now have yet another outlet where they can touch and feel e-reader hardware before they buy—this time for a device no one previously could touch and feel before purchasing.

Consumers now have yet another outlet where they can touch and feel e-reader hardware before they buy—this time for a device no one previously could touch and feel before purchasing.

Amazon.com Inc. will begin selling its Kindle e-reader, until now available only online at Amazon.com, at select Target Corp. bricks-and-mortar stores. The Kindle, Amazon’s best-selling product, will be sold at Target’s flagship downtown Minneapolis store and 102 South Florida stores beginning April 25, rolling out to more Target stores later this year. The Kindle will not, however, be for sale through Target.com, which competes with Amazon.com.

This news comes on the heels of Best Buy Co. Inc. on April 18 starting to sell Barnes & Noble Inc.’s Nook e-reader in its stores and online at BestBuy.com. Best Buy also is loading Barnes & Noble’s BN e-reader software on select PCs, netbooks, tablets and smartphones, which makes it easier for consumers to buy electronic books from BarnesandNoble.com. Additionally, Best Buy sells Sony Electronics Inc.’s Reader and Apple Inc.’s iPad, the new tablet computer that can be used to read digital books.

“We strive to enhance our product offerings to include surprising products and services at great values,” says Mark Schindele, senior vice president of Target. “So we’re proud to be the first bricks-and-mortar retailer to sell Kindle, allowing our guests to feel how lightweight and easy on the eyes Kindle is.”

Amazon.com is No. 1 in the Internet Retailer Top 500 Guide. Target is No. 20, Best Buy is No. 10 and Sony is No. 12.

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