Amazon Kindle

Amazon's Kindle is being phased out by Target. (Chris Ratcliffe / Bloomberg / May 2, 2012)

Target has decided to stop selling Kindles and other Amazon.com-branded products.

"Target continually evaluates its product assortment to deliver the best quality and prices for our guests," company spokeswoman Molly Snyder said in an email Wednesday. "Target is phasing out Amazon- and Kindle-branded products in the spring of 2012."

The big-box retailer has sold a variety of Kindles and related accessories in its stores. It first began selling Kindle e-readers in 2010.

Snyder said the company would continue to offer an assortment of e-readers and accessories including Apple's iPad and Barnes & Noble's Nook.

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