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Target is selling Amazon Kindles and Fire tablets again

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Want an Amazon Kindle? Now you can buy it at Target.

The Minneapolis-based retailer is now selling Amazon's Kindle e-readers, Fire tablets and Fire TV on its website, and Bloomberg reports the products will be available in stores come October.

Target used to sell Amazon's products, but stopped in 2012 because it worried customers may buy the tablet at Target, but then use it to go to Amazon.com to shop instead of returning to Target, Mashable reports.

So why the change of heart?

“Target continually evaluates our assortment to deliver quality products at a great value," Target said in a statement to BringMeTheNews. "We know our guests love the many aspects of shopping at Target, and believe they will appreciate the convenience and savings of finding these items in our stores and on Target.com."

The Business Journal explains nearly half of all households in the United States are Amazon Prime subscribers, so there's a "good chance that anybody in a Target store already has a relationship with Amazon."

Since Target's shakeup last year, the retailer has put a focus on kids and baby, fashion and grocery, while also adjusting its strategy for online sales. Bloomberg says Target thinks selling Amazon's devices could also help boost the retailer's electronics department.

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