It's finally official. (Nasdaq: AMZN) will begin selling its Kindle e-book reader in Target (NYSE: TGT) department stores on Sunday.

It's about time, Amazon!

Tech blog Engadget broke this story a couple of months ago. At the time, Kindle was supposed to make its bricks-and-mortar debut in April.

Amazon probably wishes that prediction had come to pass. The company could have had a presence at the cheap-chic discounter before Apple (Nasdaq: AAPL) moved 2 million iPads through its namesake stores, online, and at Best Buy (NYSE: BBY) -- making the Kindle appear like a tired one-trick pony.

It's great that the Kindle will finally have a presence in the wild, but it comes too late. Barnes & Noble (NYSE: BKS) has been promoting its Nook device at its namesake superstores since the device launched several months ago. Sony's (NYSE: SNE) been marketing its Reader through Best Buy and Borders (NYSE: BGP) for ages, and now Borders is beginning to stock a wide array of e-book readers that cost as little as $120 -- less than half Kindle's current price.

What will Amazon hope to achieve through its presence in Target? I was skeptical earlier this year.

"Will Kindles sell briskly at the local Target?" I wondered when Engadget broke the story. "I doubt it. Cost-conscious shoppers know that Amazon doesn't automatically tack on sales tax in most states, so it would probably be cheaper to buy directly through"

I still feel that way. It's Amazon that stands to gain anything here, as folks who have never seen a Kindle in action will get a chance to check out the intuitive e-book reader. Most Target shoppers will simply wonder why it's not stocking iPads.

It's sad, but true: Amazon's call of the wild has come too late.

Will Kindles sell outside Share your thoughts in the comments box below.

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Longtime Fool contributor Rick Munarriz has been shopping online for about as long as has been in business. He owns a Kindle and an iPad, but he owns no shares in any of the companies in this story. He's also part of the Rule Breakers newsletter research team, seeking out tomorrow's ultimate growth stocks a day early. The Fool has a disclosure policy.