According to a Wednesday announcement by Target Corporation, the company is on its way to become the first brick-and-mortar store to sell the Amazon Kindle e-reader – with the sale of the device at Target’s countrywide outlets beginning from Sunday, June 6.

The $259 price-tag of Kindle from the Target discount chain will be the same as the cost of the device from Amazon. com - the only site from which the Kindle had thus far been available.

Noting that the store’s customers gave an “overwhelmingly positive” response to the Kindle when it was tested at Target’s 104 stores, Mark Schindele, a senior VP for the company, 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.”

With the new brick-and-mortar presence for the Kindle, Amazon will now be able to raise its competition against the e-reader devices of other companies – like the Barnes & Noble Nook, Sony Reader, and the Apple iPad -, all of which already have their devices selling via the brick-and-mortar stores.

Commenting on Amazon’s new imminent brick-and-mortar presence for the Kindle, Mike Shatzkin, CEO of Idea Logical, said that the bigwig online retailer is attempting to expand its reach for the e-reader, making it available to people who have thus far not been reached by the company.