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Staples to carry Kindles
Amazon.com is expanding its mass-market strategy for the Kindle electronic reader. Today, the online retailer said office supply chain Staples will begin carrying Kindles in all its U.S. stores starting this fall. Earlier this summer, Target began selling Kindles nationwide after a test run.
Those two store chains represent a significant physical retail footprint for Kindle, which for a while was sold exclusively online by Amazon. Amazon made the Kindle more appealing to the mass consumer in July by introducing two new cheaper models, the $139 Wi-Fi only and $189 3G + Wi-Fi.
Staples will also sell the $379 Kindle DX, and will have interactive displays to let people play with the Kindles before making a purchase.
Amazon, Barnes & Noble, and Borders have been positioning their e-readers as mass-market products since the launch of Apple's pricier iPad. Borders just slashed the prices of the two e-readers it sells, the Kobo (to $129) and Aluratek (to $99).
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