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.
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