Retail giant Target says it will no longer sell Amazon's line of Kindle e-readers and tablets at stores or through its website, reports the Associated Press.

According to the report, a spokesperson says Target made the decision after evaluating "the prices and quality of its merchandise."

It's an interesting move for Target, especially since the Kindle Fire -- Amazon's entry in the tablet market -- seems to be rising in popularity.

In a statement to The Verge, Target says they will continue to sell other e-readers such as Barnes & Noble's Nook.

In January, the retailer revealed it was testing expanded displays from Apple, creators of the iPad, at 25 locations.

 

By Brett Molina, USA TODAY