The battle for e-reader supremacy keeps ratcheting up, as the holiday shopping season near -- with Amazon's announcement this week that it will start selling the full line of Kindles at Target, Best Buy and other stores.
By lining up more than 16,000 retail outlets, Amazon will give consumers a chance to handle the Kindle in all its flavors, as well as to get assistance if something goes wrong. That puts the Kindle on a more equal footing with the Nook, which is sold through Barnes & Noble stores. And it should be particularly helpful for test-driving the Fire, a tablet version of the Kindle -- just as the Apple stores are convenient places to try out the iPad.
Amazon said that the Kindle line would be sold, starting November 15, "in any Best Buy, Target, Walmart, Staples, Sam's Club, RadioShack, Office Depot, as well as several other retailers." It noted that the $79 Kindle has been available in stores since shortly after it was introduced. Mike McKenna, vice president for Amazon Kindle, said in a statement, "We're excited to be working with popular retailers across the country to offer their customers Kindle Fire as well as Kindle, Kindle Touch and Kindle Touch 3G this holiday."
I'm excited to see what's next in the seasonal battle. It reminds me of the great scene in "Miracle on 34th Street," when the executives of Macy's and Gimbels are trying to outdo each other with Christmas promotions. Classic.