Target to Stop Selling Kindle: Norton Medical and Scientific

Research & Biotechnology

NORTON SCIENTIFIC

Target to Stop Selling Kindle

• Target, the 2nd largest discount chain announced that it will stop offering Amazon's e-reader Kindle because of a «conflict of interest» while Barnes & Noble and Apple devices will continue to be offered.

• According to Molly Snyder, Target spokesperson, the decision to drop Kindle e-readers starting this spring came after a review of the retailer's merchandise, which consisted of evaluations on prices and quality of their products. However, Norton Medical and Scientific Research & Biotechnology got a hold of an internal memo regarding the removal of Amazon hardware (Kindle) from Target stores starting this month and while some accessories are to remain in stock, shipments of the tablet will stop beginning on May 13.

• Before the Minneapolis-based retailer started offering Kindles in June 2010, Amazon only sold the tablet on its own website. But after recognizing the need of customers to see the products in person before buying, Amazon approached Target for some sort of partnership, followed by WalMart, Best Buy and Staples. Even though most of the Kindle items are being sold at Amazon, Target's 1,800 stores nationwide have made it one of the biggest Kindle retailers in the physical world. In fact, Target has announced after last year's Thanksgiving that the Kindle was the bestselling tablet in its stores.

• Target's move is perhaps due to the fact that Apple products are being promoted prominently in the store. But Snyder declined to say more but «We will continue to offer our guests a full assortment of e-readers and supporting accessories» regarding the apparent partnership with Apple.

• According to a statement from the retailer, the «very tight alignment» of Kindle with the online store Amazon, their direct competitor, explains the conflicting interest presented as the reason.

• Target's decision to drop Kindle might also be a boycott to manufacturers' using their brick and mortar stores to as a showroom of products. This often happens as customers go to retailers like Target in order to personally check out an item and then buy the item online for a cheaper price. In fact, Target has already appealed to vendors for aid in developing exclusive products and rivaling prices online.

• «What we aren't willing to do is let online-only retailers use our brick-and-mortar stores as a showroom for their products and undercut our prices,» said a Target in a statement.

• The absence of Kindle from Target stores is not likely to stop Amazon customers from visiting Target for other products but Norton Medical and Scientific Research & Biotechnology said the move will definitely send a message to Amazon.