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 expand the availability of these Kindle devices. It would be interesting to see if Amazon launches all its newer range of Kindle devices like the Kindle Paperwhite, and its Android tablets like Kindle Fire HD in India in the forthcoming future. Apple Partnership: In September 2012, Redington had inked a similar tie-up with Apple to distribute iPhone through its channel partners in India. Prior to this, iPhone was available only through operators like Airtel and Aircel, which were therefore atrociously priced. However, following this tie-up, we had noticed that Apple had become significantly aggressive with both the marketing and pricing of iPhone in the country, which had led to a significant…
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