Target today announced that its stores will begin selling the Kindle, Amazon’s popular eReader. Target will be the first brick-and-mortar retailer to carry Amazon’s Kindle.

According to a press release, the Kindle will be available at Target’s flagship downtown Minneapolis store and 102 south Florida stores beginning April 25, rolling out to more Target stores later this year.

Kindle is Amazon’s reading device that wirelessly downloads books, magazines, newspapers, blogs and personal documents via wireless service from AT&T. Until now, the Kindle has only been available online at Amazon.com.

According to the press release, the Kindle will sell for $259 at Target stores. 

“We strive to enhance our product offerings to include surprising products and services at great values so we’re proud to be the first brick-and-mortar retailer to sell Kindle, allowing our guests to feel how lightweight and easy on the eyes Kindle is,” said Mark Schindele, senior vice president, Target.

Amazon might have been feeling the pressure to get its device alongside other competitors that also sell at retail locations. Sony currently has its eReaders in Target stores, and Barnes & Noble sells the Barnes & Noble Nook at its brick-and-mortar stores.