Amazon.com's Kindle e-reader will make its brick-and-mortar debut on Sunday, when it goes on sale at Target's downtown Minneapolis store and a group of 102 Target stores in South Florida.
Target Corp. said Wednesday it plans to expand sales of the popular device to other stores later this year. Until now, the Kindle has been available only through Amazon.com, the nation's largest online retailer.
The market for e-readers is growing rapidly, and Amazon's push into Target stores shows its interest in maintaining its lead.
Sales of e-readers last year topped $313 million, more than double 2008's figure, according to the Association of American Publishers. They outsold audio books for the first time.
Analysts estimate that Amazon is selling about 90 percent of all e-readers, but it faces competition from Apple's iPad, Sony's e-reader and Barnes & Noble's Nook -- all of which also are sold at traditional retail outlets.
Target will set up interactive displays similar to those used for video games so that customers can try out the Kindle, spokesman Joshua Thomas said. The wireless device, which offers downloads of more than 500,000 books, will sell for $259.
Amazon.com has handled Target's website since 2001, but Thomas said the relationship didn't play a driving role in putting the Kindle deal together. Target will part ways with Amazon.com in 2011, when the Minneapolis-based retailer brings its website in-house.
As for focusing initial sales efforts on South Florida, Thomas said the diversity of the marketplace and variety of stores will allow Target to fine-tune its marketing and merchandising efforts before a nationwide rollout.
