Target974 ArchivesAmazon have come to a truce.
Four years after booting Amazon's tablets, Kindles and other gadgets from its shelves, Target restocked the devices this week.
Target rid its stores and website of the products in 2012, in a move that fought Amazon's growing dominance. The company worried that customers might buy a tablet in Target and then never return, when they could just go to Amazon.com from the device.
But now, Target has surrendered. The Amazon products are back on its website, and will hit its shelves in October, according to Bloomberg.
The move doesn't only signal the inevitability of Amazon, though. Times have changed for Target, too. The company has boomed since 2012, and Amazon poses less of a threat to its long-term strategy. Amazon Prime isn't as scary as it once was, and Target has secured more of a foothold in retail-friendly areas like kids' products and fashion.
Target is even competing with Amazon in e-commerce, with competitive online pricing and lower requirements for free shipping.
“Target continually evaluates our assortment to deliver quality products at a great value,” Target said in a statement to Bloomberg. “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.”
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