Amazon is making a strategic move to increase sales of its popular e-book readers, the Amazon Kindle. In addition to being available on Amazon’s website and in stores like Target, which began selling the Kindle in June, you will now be able to purchase it from Best Buy. This expansion into physical retail stores is a significant step for Amazon as it aims to capture a larger share of the e-reader market.
Expanding Retail Presence
Amazon will offer both the Kindle WiFi and Kindle 3G models at Best Buy stores, with plans to add the larger Kindle DX at a later date. This move is part of Amazon’s broader strategy to boost sales by making the Kindle more accessible to consumers who prefer to shop in physical stores. Previously, the Kindle was primarily sold through Amazon’s online platform, limiting its exposure to potential customers who might prefer to see and handle the device before making a purchase.
With many other e-book readers available in various stores, such as the Sony e-reader, this is a smart move for Amazon. By entering the offline market, Amazon can now compete more effectively with other e-reader brands that have already established a presence in physical retail locations. This increased visibility is likely to attract a broader audience, including those who may not be familiar with the Kindle or who prefer to make their purchasing decisions in-store.
Competitive Pricing and Consumer Benefits
The Amazon Kindle WiFi will retail for $139, while the WiFi and 3G model will retail for $189 in Best Buy stores. These prices are consistent with those on Amazon’s online store, ensuring that customers receive the same value regardless of where they choose to purchase their Kindle. This pricing strategy is crucial for maintaining a competitive edge, as it prevents potential price discrepancies that could deter customers from buying in-store.
Moreover, having the Kindle available in Best Buy stores offers several benefits to consumers. For one, it allows potential buyers to physically interact with the device, testing its features and ease of use before committing to a purchase. This hands-on experience can be particularly persuasive for those who are new to e-readers or who are comparing different models. Additionally, Best Buy’s knowledgeable staff can provide personalized assistance and answer any questions, further enhancing the shopping experience.
Another advantage of this retail expansion is the potential for increased impulse buys. Shoppers who visit Best Buy for other electronics may come across the Kindle and decide to purchase it on a whim, something that is less likely to happen with online shopping. This could lead to a significant boost in sales, especially during peak shopping seasons like the holidays.
Furthermore, Amazon’s decision to sell the Kindle in physical stores aligns with broader retail trends. Many consumers still prefer the tactile experience of shopping in brick-and-mortar stores, and by catering to this preference, Amazon can tap into a market segment that might have been previously overlooked.
In conclusion, Amazon’s move to sell the Kindle at Best Buy is a strategic effort to increase its market share in the competitive e-reader industry. By offering the Kindle in physical stores, Amazon can reach a wider audience, provide a hands-on shopping experience, and potentially boost sales through impulse purchases. This expansion is a smart move that positions Amazon to better compete with other e-reader brands and meet the diverse preferences of today’s consumers.
via Ars Technica
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