With iPad stealing all of Kindle’s well deserved thunder, let’s not forget that it is still the top selling SKU on Amazon. However, it is clear the quickly evolving e-reader market has forced Amazon to tweak its selling philosophy for the Kindle. I had always found it hard to believe that consumers would be willing to shell out $300+ (its price for most of its lifetime) for a device that not only is a brand new product category in the industry, but also one that consumers could not demo prior to purchase!
I get that Amazon isn’t in the business of promoting retail sales, but if they are…were…serious about consumer electronics, they had to have retail distribution, even if only very limited. While I am happy to finally see them go the retail route, I do find the choice of Target to be somewhat surprising. When you think of the upscale brand image associated with the Kindle, it seems to clash with it being sold exclusively through Target, no? My guess is that the primary outlet for this, Best Buy, had already nailed down its e-reader partners for the time being, including their recently announced deal to sell the Nook.
I get that there are only a few retailers that will give you the mass market presence I am sure they were seeking, but what about regional places like Fry’s or 6th Ave? The early adopter types who will be buying a Kindle do not go to Target for their consumer products, and it’s not like a $259 device is an impulse purchase for the mass market. Could this be a signal that Amazon is finally looking to bring the pricing down to a sub-$200 mass market level?
I’m glad Amazon has finally decided to let customers touch and feel their once top-of-the-mountain product, but now with the iPad garnering all the attention (which was once the Kindle’s attention) they may have some catching up to do. Hopefully their entry into retail will keep them competitive in the market they put on the map.
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