Amazon is keen on becoming a brick-and-mortar retailer. In a step towards this direction, it is offering its Kindle e-book device in all Target stores starting from Sunday.

On April 25 Amazon made the device available at Target's flagship location in Minneapolis and stores across Florida. The Target received a very good response to the Kindle in its selected stores. This prompted the Company to launch the product across all its 1,740 stores around the country.

The price of Kindle will be similar to its price on Amazon. com i. e., $259. Mark Schindele, Senior Vice President at Target said, "We are thrilled to bring guests nationwide this incredibly light, portable, easy-to-read product that allows them to get all the news and books they want".

Target revealed that its first-quarter profit fiscal profit increased to 29% which was a lot better than expected. As the retailer’s sales increased its credit card segment saw a lower bad-debt expense. Target did not trade its shares premarket .While Amazon’s share increased from 1.1% to $124.56, Target’s stock closed at $53.91 on Tuesday.