I’ve hid my head under the covers hoping that Amazon wouldn’t follow-through…but the day is here.
The Amazon Kindle will be in Target stores this weekend. There tucked in between the Samsonite suitcases and reams of cheap computer paper, the Amazon Kindle will continue to degrade as a brand.
Some think I’m being a little melodramatic but hear me out.
The tragedy is that the Kindle is a incredibly competent device with a great brand story. For it’s entire life, it was sold on Amazon.com cozied up against the world’s largest inventory of books. Everyone Amazon visitor understood exactly what it was and why you should buy one.
The Kindle was a sleek device for serious readers.
Flash forward…and now Apple is successfully head-faking the Amazon management. First, Bezos and crew want to kill update the Kindle with color, apps, and other unnecessary features. Bad move. I want a better reader not another iPad.
Next, they will put the Kindle Brand on display with the other also ran devices in the Target electronics graveyard section. Most people will think that the Kindle is a MP3 Player since there will be absolutely ZERO context for why the Kindle is even in Target. (Hey, Amazon, if you are reading this – have the good sense to put the Kindle in the Target book and magazine section!)
I suddenly feel that Amazon will soon be hawking their wares at a kiosk in the middle of the mall shacking up with ProActiv and retro 60′s sunglasses.
This is wrong.
This may seem like a logical no-brainer for the Amazon marketing team, but somehow they’ve ignored the people who champion their brand and share their story. Kindle Fans loved the fact that you could only buy the Kindle online. We admired Amazon for protecting it’s distribution model to insure that we always received stellar service. (Now their 5-Star customer service reputation will be in the hands of the high-school summer employee). Most of all, we felt that Amazon focused on our needs more than it’s desire to keep up with the Joneses.
By the way. I am not anti-retail. I am anti-generic. If you want to sell the Kindle at the retail level, then man-up, build remarkable stores that make it a joy to read and sell the Kindle. If Amazon want’s to copy Apple, then copy the RIGHT thing!
So Where Do We Go From Here?
Just like a bad relationship, sometimes a Brand has to get these infatuations out of its system. I’m sure Amazon will see the error of its ways around Thanksgiving and then stubbornly hold on through the Holiday season. But hopefully, they will pull out of Target by February. Focus on improving the Kindle’s READING experience (lower page turning times and improve on social bookmarking).
I’m hoping that this rash of short-sightedeness doesn’t turn into a permanent strategy.
What do you think? I’m I being too hard on Amazon? Is a retail strategy the RIGHT strategy?
photo credit: whoohoo120
About Stanford
Whether or not Target is the right outlet, I can’t help but feel that many prospective customers will feel happier being able to see the Kindle “in the flesh” before making a buying decision.
As far as colour display and apps go, I do agree. The Kindle doesn’t need to compete with the iPad – or any other device – on these terms. In a way, it’s a backhanded compliment to Amazon that their only credible competition comes in the form of a tablet computer that costs three times as much as the Kindle (and has ongoing connection charges each month).
i also feel like the match between target and kindle isn’t completely out of sync. i mean target is all about great design at amazing prices. i think it totally makes sense.
So I was searching through Comluv for like sites to check out what’s new in the Kindle world, and came across yours and the topic of Kindle in a target store! I have to agree with you about the degradation of the brand by putting it in a Target Store. First off, half the people that shop at Target probably don’t even know how to turn a computer on, let alone read books, or even know what kindle is. Then you have the people who are of the mindset that target is cheap knockoff stuff, and will not buy it. And why would they want to buy it from a target anyway, unless Besos is just trying to increase his revenue.
I also agree with not another iPad. there’s already an iPad. keep the kindle a book reader.
G’Day stanford,
I’m just a businessperson with no special expertise in marketing other than what I’ve learnt “on the job.” Frankly mate, I reckon that you’re absolutely spot on. Selling Kindle in Target is like selling veal cordon bleu in maccas: wrong outlet, wrong market, wrong price.
And if I may dare say so, I wonder if the iPad will ever dominate a market? I rather suspect that it might just go the way of “one stop shopping.”
Ah well…. that’s enough heresy for one day.
Make sure you have fun
Regards
Leon
I think they're just trying to sell more kindles, but I like the idea of having a Kindle store, like the apple store. They could also sell cases and e-books.
I’m sure Amazon will see the error of its ways and stubbornly hold on through the Holiday season.
I’m sure Amazon will see the error of its ways and stubbornly hold on through the Holiday season.