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Amazon Ties Up With Redington India To Sell Kindle Devices; Implications

Amazon.com subsidiary, Amazon Seller Services has appointed the IT distributor Redington India as a national distributor for its Kindle devices. While the deal period or the financial details of the agreement were not disclosed, Redington said that this deal will allow them to enter the e-reader segment and enable them to distribute Amazon's Kindle devices. Why is this important? This deal will allow Amazon to leverage Redington's retail distribution network and its channel partners to distribute its Kindle e-book devices. Remember that Amazon had previously tied up with the multi-brand electronics store chain Croma to offer Kindle devices on Croma's online store and across various Croma retail outlets across India last August. However, Croma is still offering only the entry-level Kindle on its online store. So its possible that Amazon was probably testing its waters with Croma and has now tied up with Redington India to…

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