In a Friday announcement that explicitly implies Target Corp.'s decision to bring to an end its association with online retailer Amazon. com, the second-ranking US discount retailer said that it intends building and managing its own online platform Target. com, the new Website of which it would likely launch close to the 2011 holiday season.

The rumors about Target and Amazon "heading for splitsville" have been making rounds for the past couple of months, particularly since the two companies compete with each other in many category segments.

After the Minneapolis-based Target's 'potentially awkward' partnership with Amazon, which dates back to 2001, it has been largely been outsourcing most of its e- commerce technology and fulfillment services to the Seattle-based company. However, the split-up decision will enable Target to have additional control over an exceedingly important sales channel.

Referring to the Target decision to split with Amazon, Steve Eastman, President of Target. com, said: "To deliver a customized multi-channel experience for Target's guests, we believe it is in Target's best interest going forward to assume full control over the design and management of Target's e-commerce technology platform, fulfillment and guest services operations."

Target is not the only company to part ways with Amazon - earlier other big retailers, like Toys R Us and Borders, which were dependent on Amazon for fulfillment, have also pulled back!