Target spokeswoman Molly Snyder said Wednesday that the decision to stop selling Kindles this spring came after an "ongoing review" of Target's merchandise that evaluates quality and prices of the chain's offerings.
The move coincides with the discounter's plan to create mini shops of Apple Inc. products in 25 of its stores this year.
Despite competition from cheaper tablet computers such as Amazon's Kindle Fire, Apple's iPad remains the most popular tablet. Apple has sold more than 55 million iPads since the tablet's debut in 2010.
Target, which is based in Minneapolis, started selling Kindles two years ago. Target announced in late November that Amazon's Kindle was the best-selling tablet in its stores on the day after Thanksgiving, typically the busiest day of the year.
Target will also stop selling Kindle accessories like covers and chargers.
Snyder declined to comment further about its partnership with Apple, only saying, "We will continue to offer our guests a full assortment of e-readers and supporting accessories."
A spokeswoman for Amazon didn't immediately return calls.
Target's decision to phase out the Kindle is also occurring as the retailer, along with other major merchants, are trying to fight a growing practice called "showrooming." That's when shoppers, armed with smartphones, browse products in physical stores and then shop online for a better price. Earlier this year, Target sent out a letter to vendors asking for help in developing exclusive merchandise and matching rivals' online prices.
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