Kindle officially going on sale at Target on April 25
By Nilay Patel 
posted April 21st 2010 4:39PM
posted April 21st 2010 4:39PM
Update: A kind, anonymous tipster has sent us in that little photo of what appears to be the Kindle's Target packaging. Thanks!
Target(R) Stores to Sell Kindle, Amazon's Revolutionary Wireless Reading Device
Kindle Available in Select Target Stores April 25
MINNEAPOLIS, Apr 21, 2010 (BUSINESS WIRE) -- Target Corporation 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 Amazon.com.
Kindle, which will retail for $259, has been available for purchase on Amazon.com 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."
About Target
Minneapolis-based Target Corporation /quotes/comstock/13*!tgt/quotes/nls/tgt (TGT 56.81, -0.12, -0.21%) serves guests at 1,740 stores in 49 states nationwide and at Target.com. Target is committed to providing a fun and convenient shopping experience with access to unique and highly differentiated products at affordable prices. Since 1946, the corporation has given 5 percent of its income through community grants and programs like Take Charge of Education. Today, that giving equals more than $3 million a week.
Amazon Forward-Looking Statements
This announcement contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. Actual results may differ significantly from management's expectations. These forward-looking statements involve risks and uncertainties that include, among others, risks related to competition, management of growth, new products, services and technologies, potential fluctuations in operating results, international expansion, outcomes of legal proceedings and claims, fulfillment center optimization, seasonality, commercial agreements, acquisitions and strategic transactions, foreign exchange rates, system interruption, inventory, government regulation and taxation, payments and fraud. More information about factors that potentially could affect Amazon.com's financial results is included in Amazon.com's filings with the Securities and Exchange Commission, including its most recent Annual Report on Form 10-K and subsequent filings.
Kindle devices are sold to Target Corporation through Amazon Fulfillment Services, Inc. or its affiliates.
SOURCE: Target Corporation
Kindle Available in Select Target Stores April 25
MINNEAPOLIS, Apr 21, 2010 (BUSINESS WIRE) -- Target Corporation 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 Amazon.com.
Kindle, which will retail for $259, has been available for purchase on Amazon.com 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."
About Target
Minneapolis-based Target Corporation /quotes/comstock/13*!tgt/quotes/nls/tgt (TGT 56.81, -0.12, -0.21%) serves guests at 1,740 stores in 49 states nationwide and at Target.com. Target is committed to providing a fun and convenient shopping experience with access to unique and highly differentiated products at affordable prices. Since 1946, the corporation has given 5 percent of its income through community grants and programs like Take Charge of Education. Today, that giving equals more than $3 million a week.
Amazon Forward-Looking Statements
This announcement contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. Actual results may differ significantly from management's expectations. These forward-looking statements involve risks and uncertainties that include, among others, risks related to competition, management of growth, new products, services and technologies, potential fluctuations in operating results, international expansion, outcomes of legal proceedings and claims, fulfillment center optimization, seasonality, commercial agreements, acquisitions and strategic transactions, foreign exchange rates, system interruption, inventory, government regulation and taxation, payments and fraud. More information about factors that potentially could affect Amazon.com's financial results is included in Amazon.com's filings with the Securities and Exchange Commission, including its most recent Annual Report on Form 10-K and subsequent filings.
Kindle devices are sold to Target Corporation through Amazon Fulfillment Services, Inc. or its affiliates.
SOURCE: Target Corporation
Dammit Amazon. Slap Murdoch and tell him to give me a free kindle with some subscriptions. I'd be reading the NYT (that I would NEVER get otherwise) if someone would just toss me a kindle with it.
I need color (more feature) or subsidized pricing to get me to move on one of these.
Yeah. Kindle should give the fuck up already.
@everyone does
Why don't you whine a little more! Nothings free in this world buddy, deal with it.
@everyone does NY Times is gay.
i like it. and some day its going to be mine, just not now ;) still got enough real books to read anyway..
@toobster
I want one too--my girlfriend has one and its pretty slick for reading books on. You do know that you can get $100 off if you sign-up for a year of audible... I'm tempted to take the offer, but I foresee a price drop in the not too distant future...
@Rick James
idiot
Kindles are nice... My Mom has one... But I can't see spending the money on something like that.. Unless the get blog/ mag/ newspaper apps
Just give me the Kindle 3, Amazon. I'm waiting.
@KupoCheer Ditto. Except, I'm waiting to see what's in the Kindle 3 to decide if the (most likely) discounted Kindle 2's would be preferable.
I do not support this course of action.
Why the hell would anybody buy one of these over an ipad? I've done 3-4hr reading sessions on mine with absolutely NO strain on my eyes...kindles look like they're from the early 1990's for god sakes...
@Calikid
Well congrats to you then. Myself can stare at the thing or any other LCD's for more than an hour with out my eyes starting to hurt. I've read on my kindle for most of the day before with out a single problem.
@Calikid
Lighter, smaller, less expensive, battery lasts forever, some people may not want an iPad.
I think it makes sense to say that if you want an iPad, you probably wouldn't bother with a dedicated reader. It doesn't necessarily follow that if what you're looking for is an e-book reader, iPad is your best choice.
Wow Kindle is not back lit? That must be annoying! You like need a reading light to see it?
Lou
www.ultimate-privacy.at.tc
@zingfoo You're annoying.
kindle 6", all grey, no touch, no nothing?
it looks like they are trying to sell a 10yr behind time device.
they will have to pay people to get this.
@fuesse
Idiot.
@Rick James
u must be one of those smart people who are still in the market for a kindle. good for amazon, there are always some imbeciles willing to pay for something overpriced and outdated.
@fuesse
Like the iPad.
Idiot.
@fuesse
You're being downranked because, as you can tell from the thousands of people who've bought one, it's obviously a desirable gadget. It's an e-reader with e-ink which is such a new technology, most people I know haven't even seen it yet, making it nothing like a "10 year behind time device".
You still may not want one, but that's no reason to troll.
@fuesse
I agree that you're an idiot, and here's why... e-ink is still new, it uses way less energy and it's totally easy on the eyes to allow a full days worth of reading - without recharging the battery.
The there are devices with touch and full color backlit screens, but it doesn't mean its the best. One you will probably only get about 5+ hours of full reading ability (a few hours of actual reading). LCD's will cause your eyes to get tired quicker then e-ink. The kindle simulates a book to a very close degree. When you have regular house hold lights, lamps or ebook lights, it still allows your eyes to easily read the screen without getting tired quickly.
Just because you don't like it, doesn't mean its an actual fact that its not a good device.
@zangetsu2
dude, i dont care about downranking.
i even like design & function of the kindle.
so yes, it was desirable, WAS.
but with the current and upcoming competition... a simple book reader with a 6" grey only eink screen FOR ~250 is plain silly.
the DX for that price would maybe make sense, maybe.
and now you can go on deceiving yourself if you like.
@groovedafied
u havent even done ur homework.
the only thing u said that is not stupid is that eink is not 10yrs old.
yes. but i never said it was.
i said the 6" all grey device >seems like< outdated. and it does.
also, there are many new technologies that wont succeed. mostly for good reasons.
@fuesse
Thanks for the clarification, I most likely didn't understand what you were saying and I agree that the device looks old. However I touched the Sony PRS600 which has a touch screen, and quiet honestly, an ebook reader doesn't really need a touchscreen - 1) It eliminates other technical issues 2)No finger print smudges 3)Its actually a lot easier to use hardware buttons to flip the pages. Granted, the idea of having to swipe your finger to turn the page maybe a nice idea, however my opinion says its counter-intuitive(sp). If the page buttons are on the side next to your thumbs, it would eliminate having to use a gesture that can be mis-interpreted and do something else. I feel that the page physical buttons (and other functionalities to it) is easier. The nook looks more modern then the Kindle; however there's a little humorous irony in it by "not judging a book by its cover" and that's sort of what you're doing here. It has free 3G to buy the books directly from Amazon, stereo speakers, headphone jack to listen to mp3's (most likely book on tap).
So ya... I take back about the idiot response, and apologize, but I think you should look past the looks and look at functionality.
@groovedafied
thanks for the respectful response.
i can see all of your points and i m sure there are lots of people who only want an e reader and thats it.
personally i think though that the e reader ONLY function (more or less) is going to be a niche market or even no market in the near future.
i think that slates and tablets just have the better overall package and most people may want that.
comments like e ink is so much better and it doesnt make your eyes feel tired, etc.pp. are from my point not very strong because most everyone nowadays is 100% used to reading off a backlit color screen (and those are getting better and better). on top of that i would say that (younger) people are very much used to animated context and short text reading... even though i think thats kind of sad, its still a fact. and that kind of user (in my mind the majority) will opt for something tablet...
long story short, as i said, 6"kindle for 250 or dx for 500 appears silly to me.
@cherryboom there's a difference there... The light bounces off screen allowing a very comfortable reading device vs. A backlight lcd will be very bright and will be noticeable. I feel it personally the difference between eink and a lcd. I can work on a lcd display because I will be pretty active on it, but when reading text, my eyes do become a bit tired and dried out.
@fuesse
See, you're trying to weasel out of your original trollish post. If you had issues about the price of the device, then why didn't you say that the first time you posted? Go back and read what you originally wrote and learn why myself and others thought you to be an idiot and trying to instigate something.
That being said, I agree the Kindle is overpriced given the heavy amount of competition. Its fair enough that you would like a device larger than 6" or with a touchscreen or that is color. But for most people in the market for a device for reading books, black and white text is good enough. A touch screen makes the text less crisp on e-ink (I know because I have tried out the Sony PRS-600). And a 6" device is perfect size for people wanting to travel--its the size of many paperbacks after all.
Lastly, yes I would love to have a Kindle. However, I will not pay 260 dollars for one. On that point, we agree. If it were $100 I would buy one in a heart beat.
@Rick James
dude, dont project your inability to read, think and not overreact onto my comment being written a certain way.
i m not weaselling anywhere and i still cant see anything wrong with my very first comment, at all.
if you find that trollish, your problem. for you only positive comments r ok? thats weird.
that way, your comment(s) was way more trollish; just fyi.
Is it still more then a netbook? Or for that matter more then $100?
Pass.
@Showbiz
I concur--they should lower the price since the competition has gotten sort of intense.
@Showbiz Netbooks are unusably tiny.
I'll stick with the nook. I like where the updates are taking it.
Kindle is ugly anyway.
@foofighting86
I agree, from the front it looks kinda un-stylish... the nook was designed with a more modern feel - due to the touch screen & Android. However I'm really liking the bezel and large keyboard, it makes me believe that this would be a very easy device to hold. Plus I'm reading that this is compatible with libraries too with the highly used ePub... however I also read that there is a free ebook converter to change anything from anything.
@foofighting86
I chose better battery life and a more polished OS on the Kindle.
@groovedafied Android has nothing to do with it. It doesn't even feel like android when you're using it.
@Maroonfree
I appreciate that. I'd just rather get the device from a company that has a primary focus on books. That's all.
I used to own a Kindle. I couldn't stand it. I gave the nook a try and was easily persuaded. When I think of buying a book, the first name that comes to mind is Barnes & Noble anyway, not Amazon.
I work at Target and I haven't seen anything about this yet
Am I the only person who wants something way smaller, simpler, and cheaper than most e-readers (especially the Kindle)? All I really care about it is having something with the screen the size of a normal paperback book, and a few buttons to do basic navigation (You know, select Book x or Book y, turn page forward, turn page back, etc.) Paying $250 for a device, and then an additional $10-$15 per book just seems way too expensive for how much I want to read.
Call me when they make the Kindle Nano.
Coincidentally, their target packaging is almost identical to their normal packaging, which doubles as the shipping packaging.
@marsmissions This is the kindle DX packaging from amazon: http://www.blogkindle.com/wp-content/uploads/2009/06/kindle-dx-box-285x300.jpg
The regular kindle's packaging is the same, and they stamp the shipping info right on the box, so when it is opened the kindle can be seen in all it's glory. No separate box for shipping here.
It's Bezos, not Bezo.
The Rogers,Arkansas promenade mall store is going to carry this as well.