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Target's new unofficial slogan starting April 25th, "Expect More. Pay Less. Pick Up a Kindle."

Updated Dec 19th, 2018 6:36PM EST

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Target announced that the nationwide retail giant will be carrying the Amazon Kindle. No longer an Amazon online exclusive, the Kindle will debut on April 25th and will be available both online and in Target’s brick and mortar stores. The in-store launch will initially be limited to Target’s flagship store in Minneapolis and its 102 stores scattered throughout South Florida. Roll out of the Kindle will be gradual with additional stores receiving the popular e-reader later this year. This in-store presence  is expected to boost sales of the Kindle as it will provide an opportunity for interested customers to touch and use the device before buying. Current pricing on the Kindle will remain the same with Target offering the device for a reasonable $259. Full press release after the break.

Target Stores to Sell Kindle, Amazon’s Revolutionary Wireless Reading Device

Target Corporation (NYSE: TGT – News) today announced that Target is bringing Kindle, Amazon’s most wished for, most gifted and #1 bestselling product, to Target guests. As the first brick-and-mortar retailer to carry Amazon’s Kindle, 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.

Kindle is Amazon’s purpose-built reading device that wirelessly downloads books, magazines, newspapers, blogs, and personal documents to a crisp, high resolution electronic paper display that looks and reads like real paper. Kindle fits comfortably in one hand for hours, has an e-ink display that is easy on the eyes even in bright daylight, two weeks of battery life, and 3G wireless with no monthly fees. Customers can read and sync their Kindle books on iPhones, iPod touches, PCs, BlackBerrys, Macs, and iPads. These features, paired with the massive selection of over 500,000 books available in the Kindle Store, have made Kindle the bestselling product across the millions of items available at

Kindle, which will retail for $259, has been available for purchase on exclusively, but now Target guests can see and touch the e-reader before they buy. Giving Target guests the opportunity to experience a Kindle before they buy is in keeping with Target’s commitment to providing quality products and a best-in-class shopping experience.

“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, Target. “We strive to enhance our product offerings to include surprising products and services at great values so we’re proud to be the first brick-and-mortar retailer to sell Kindle, allowing our guests to feel how lightweight and easy on the eyes Kindle is.”

“Target’s reputation for excellence and value makes it the perfect fit for Kindle,” said Steve Kessel, senior vice president, Amazon Kindle. “We’re excited to work with them to bring readers around the country a new way to discover and buy Kindle, and with it, wireless access to a massive selection of over 500,000 books.”