The Kindle 3 and Kindle DX will soon be offered at Staples (NASDAQ: STPS), an office supply chain. Staples joins Target as the second retail store to sell the e-reader. This is a good marketing strategy for Amazon (NASDAQ: AMZN) because they don’t have their own store to let customers try before they buy. Both Target and Staples offer in store options to try out the Kindle before purchase. Apple (NASDAQ: APPL) and Barnes & Noble (NYSE: BKS) previously had the edge with the iPad and Nook on this strategy because they have their own stores.
“Staples is not just bringing this incredible product to our 1,550+ US stores, but we are offering customers a chance to discover first-hand Amazon’s revolutionary reading device,” said Jevin Eagle, executive vice president of merchandising and marketing at Staples. “As part of our efforts to offer customers a wide range of top technology products and services at amazing values, the new Kindle is a natural fit.”
The new Kindle has had rave reviews. The screen is 50% better, has twice as much battery life as its predecessor, is about 20% smaller and has faster page turns. The quicker page turns is one thing that I’m glad to see improved.
Staples is a great store. They sell really good quality products for good prices. I bought a desk there a few years ago and love it. This is a good place for the Kindle to be sold, considering the store’s technology focus and their commitment to good customer service.
Staples will offer:
Kindle Wi-Fi – $139
Kindle 3G – $189
Kindle DX -$379 (Will be available late Fall, 2010)
I haven’t been able to find much information on how well the Kindle has been doing at Target. By putting the e-reader in stores, Amazon is reaching out to the casual readers and cautious consumers not willing to risk purchasing anything online. Target is a major chain in the United States, but Staples has a global presence. For now, Amazon is targeting U.S. readers, but the international avenue is open to pursue if they decide to do so in the future. In terms of sales strategy, Staples is at an advantage because it will be putting the Kindle in its store just in time for the 2010 holiday season. For Amazon, having the Kindle in two major retail stores instead of one will be a big sales boost.