Why Is Target Phasing Out The Amazon Kindle This Month?

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Target will begin phasing out Amazon’s Kindle eReaders this month, according to the website The Verge. Target has been stocking the Kindle since 2010.

The reason for the sudden pull-out remains a bit hazy. Everything I’ve read suggests some sort of “conflict of interest” – whatever that means. However, as The Verge points out, Amazon’s aggressive pricing strategy has never been kind to brick-and-mortar stores.

Target responded to an inquiry with a typically corporate vague answer that really doesn’t give us any new information:

Target continually evaluates its product assortment to deliver the best quality and prices for our guests. Target is phasing out Kindles and Amazon- and Kindle-branded products in the spring of 2012. We will continue to offer our guests a full assortment of ereaders and supporting accessories including the Nook.

The only real nugget of news in this release is that Target will keep selling the Barnes & Noble Nook. And since B&N is a brick-and-mortar store, it only gives credit to the theory that maybe Amazon’s aggressive pricing is too aggressive for Target.

I should add that I bought my Kindle at my local Target almost a year ago. It was very convenient because the Target is literally right down the street. I didn’t have to wait for shipping, so I was reading on it right out of the box when I got home.

I’m hoping either Target or Amazon will shed a little more light on their sudden break-up. If they do, I’ll be reporting it right here.

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