Kindle readers in an office-supplies store? That was easy!

Staples (Nasdaq: SPLS) will start selling Amazon.com's (Nasdaq: AMZN) popular e-book readers this year, making the office superstore chain the second bricks-and-mortar retailer to stock the Kindle. Cheap chic purveyor Target (NYSE: TGT) began carrying the portable readers three months ago.

Staples is a good choice for Amazon. Now at attractive $139 and $189 price points, the gadgets should sell briskly among corporate supplies. Staples will even stock the larger DX model. It only helps Amazon that Apple's (Nasdaq: AAPL) iPad is nowhere to be found at a Staples or Target near you.

I was skeptical about Amazon's initial foray into bricks-and-mortar distribution, but this summer's price war on e-book readers demands aggressive tactics.

Borders (NYSE: BGP) became the latest player to work some discounting magic. The Borders-branded Kobo reader is receiving a $20 haircut to sell at $129 through the struggling bookseller. It's also pricing the Aluratek Libre below the $100 mark as of this morning.

Amazon won't necessarily have to respond to the latest round of price cuts. Borders' moves are probably a bigger affront to Barnes & Noble's (NYSE: BKS) Nook and Sony's (NYSE: SNE) line of e-book readers. They're all trying to position themselves as the viable Kindle alternative -- and that skirmish will most likely come down to price.

Just three years ago, Amazon hit the market with a $399 Kindle. They grow up -- and get marked down -- so fast these days.

Do you own a Kindle or another e-book reader? Share your thoughts in the comment box below.

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Longtime Fool contributor Rick Munarriz has been shopping online for about as long as Amazon.com has been in business. He owns a Kindle and an iPad. He does not own shares in any of the companies in this story. He is also part of the Rule Breakers newsletter research team, seeking out tomorrow's ultimate growth stocks a day early. 

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