For the first time in more than four years, Minneapolis based-big box Target is selling Amazon private brand devices on its website and will soon begin selling them in store, reports Bloomberg.
The agreement comes as something of a surprise, because Target has refused to sell Amazon’s private brand devices since 2012 over the obvious conflict of interest. Simply, Target was rightfully concerned that they were assisting the growth of the Amazon juggernaut. Amazon’s Kindle and Fire are arguably the most influential private brands in the world and certainly gateways to the Amazon ecosystem and the force that is Amazon Prime.
“Target continually evaluates our assortment to deliver quality products at a great value,” said the retailer in a related statement. “We know our guests love the many aspects of shopping at Target, and believe they will appreciate the convenience and savings of finding these items in our stores and on Target.com.”