Target Ends 4 Year Moratorium on Amazon Kindle

Target Amazon KindleFor 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.”

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.