Minneapolis - Target said it is phasing out its assortment of Kindles, accessories and Amazon.com-branded merchandise this spring.
In a statement issued to TWICE, the discounter said it "continually evaluates its product assortment to deliver the best quality and prices for our guests," and will continue to offer a full selection of e-readers and accessories.
Target currently carries Apple's iPad and Barnes and Noble's Nook in addition to Amazon's e-book readers and Kindle Fire tablet.
No reason was given for the decision, which comes amid increased online competition from Amazon, reports of a planned expansion of Target's Apple business into dedicated "mini-shops," and this week's $300 million investment by Microsoft into a new Barnes & Noble digital subsidiary.
Target was the first retailer outside Amazon to carry the Kindle e-book reader, which first hit the discounter's shelves two years ago last week, and last December Target merchandising VP Nik Nayar cited Kindle Fire as "the best selling tablet in our stores on Black Friday."