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Target Resumes Selling Amazon’s Gadgets Four Years After Rift

Target Corp. has resumed selling Amazon.com Inc.’s tablets and e-readers on its website and plans to bring them back to its stores, marking a detente between one of the world’s largest brick-and-mortar retailers and its chief online rival.

Amazon’s Kindle e-readers, Fire tablets and Fire TV devices went on sale on Target.com on Thursday, and the merchandise will return to the retailer’s stores in October, just in time for the holiday shopping rush.

When Target stopped carrying the devices in 2012, analysts hailed the ban as a savvy move to rid its stores of a Trojan horse. Amazon’s Fire tablet makes it easier to purchase items on Amazon.com, and its e-readers draw more customers to Amazon’s website, where it sells everything from shoes to shampoo, alongside its electronic books. A few months after Target’s decision, Wal-Mart Stores Inc. also stopped selling the devices. Some smaller chains, like Best Buy Co. and Bed Bath & Beyond Inc., kept them on shelves.

“Target continually evaluates...


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