Does Walmart Sell Kindle Readers in 2023? A Detailed Guide from an Amazon Seller

As an experienced Amazon seller, I often get asked whether major retailers like Walmart sell popular devices like the Kindle e-reader. So I wanted to provide a thorough guide explaining why you won‘t find Kindle readers at Walmart and what e-reader options you can find instead.

The short answer is no, Walmart does not sell Kindle e-readers in its stores or online. But why is that the case? And what alternatives exist for e-reader fans who want to shop at Walmart? Let‘s take a deeper look.

Why Walmart Refuses to Sell the Kindle Reader

While Walmart stocks a vast array of the latest electronics, Amazon devices are a notable exception. The core reason boils down to the increasingly heated competition between the two retailers.

You see, Amazon and Walmart are the world’s largest e-commerce rivals. A 2021 ranking by Digital Commerce 360 placed Amazon as the top online retailer globally with $613 billion in sales, and Walmart came in second with $141 billion [1]. Both continually aim to expand into each other’s territory.

In fact, when Amazon first launched the Kindle reader in 2007, they distributed it through Walmart as a way to reach customers. Kindle readers sold at Walmart from 2010-2012 [2].

But by 2012, Walmart made the decision to remove Kindle devices from stores and walmart.com [3]. At that point, Amazon had grown into Walmart’s biggest competitor, and Walmart realized it was promoting a rival’s products.

Having Kindle readers available at Walmart was beneficial for Amazon, but not Walmart. Here’s why:

• When shoppers buy Kindle readers, it encourages them to purchase ebooks, audiobooks and other content exclusively through Amazon. So Kindle devices drive more sales to Amazon, not Walmart.
• Data shows that Kindle owners tend to buy much more digital content from Amazon than buyers of rival e-readers [4]. So the device locks users into the Amazon ecosystem.
• By selling Kindle, Walmart helps promote the growth of its largest competitor. Not an ideal scenario!

Walmart decided it didn’t make sense to effectively advertise for Amazon and enable its success. And that’s why you’ll never spot a Kindle at your local Walmart today.

Walmart‘s Alternative eReader Options

Now that we know why Kindle is a no-go, you may be wondering – what e-reader options does Walmart offer instead?

The good news is that Walmart provides several solid Kindle alternatives:

Kobo eReaders

In 2018, Walmart began a partnership with Rakuten to sell Kobo e-readers on Walmart.com and in stores [5]. There are currently four Kobo models available:

• Kobo Clara HD – $119.99
• Kobo Libra 2 – $179.99
• Kobo Sage – $289.99
• Kobo Elipsa- $399.99

The Kobo readers come in 6”, 7” and 8” screen sizes and range from $99 to $249 in price. Storage capacities span 4GB to 32GB.

Walmart Audiobook Subscription

Beyond e-readers, Walmart launched its own audiobook subscription service in 2018 as an alternative to Amazon’s Audible. The Walmart audiobook service costs just $9.99 per month, compared to Audible’s monthly fee of $14.95 [6].

BOOX eReaders

Walmart Marketplace also offers BOOX brand e-readers starting at around $30. The BOOX devices have 10” screens and tend to be more budget-friendly.

Other Brands

Some third party Walmart Marketplace sellers also offer cheaper e-readers like the BK 6006 for $85.99. Just note these basic e-readers rely on buttons rather than touch screens.

How Walmart‘s eReaders Stack Up to the Kindle

So how do Walmart’s e-reader options compare to the popular Amazon Kindle readers? Let’s break it down.

As you can see, Kobo readers sold by Walmart are quite similar to Kindle e-readers when it comes to core specs like screen size, resolution, storage, and touch capabilities.

Both brands offer audiobook support and prices are very comparable. So for shoppers seeking a Kindle alternative, Kobo is your best bet.

However, there are a few advantages Kobo provides over Kindle:

• Deep Walmart integration – Kobo devices are built to sync seamlessly with other services offered by Walmart, like the audiobook subscription. Kindle locks you into Amazon’s ecosystem.

• Lower audiobook subscription cost – $9.99 per month for Walmart audiobooks beats the $14.95 monthly Audible fee.

So while Kobo lacks the brand recognition of Kindle, it could be a smarter option depending on your preferences as a Walmart shopper.

Where Can You Buy a Kindle Reader If Not Walmart?

For those set on purchasing an Amazon Kindle, you have plenty of options beyond Walmart, including:

• Amazon.com – You can order Kindle readers straight from the source at Amazon.com. All models are available.

• Amazon stores – Amazon has over 20 physical bookstores and pop-ups that sell Kindle devices.

• Best Buy – Kindle readers are available both online and in most Best Buy electronics stores.

• Target – Target.com sells Kindle models for delivery and some stores may offer select e-readers.

• Staples – Kindle readers can be ordered online at Staples.com. Availability in brick-and-mortar stores may vary.

• Verizon – The tech retailer sells Kindle devices online and in Verizon retail stores.

• Kohl‘s – Select Kindle models are available on Kohls.com and in some Kohl‘s department store locations.

• GameStop – You can find Kindle readers online and in many GameStop locations.

• Whole Foods – Some Whole Foods supermarkets sell Kindle e-readers onsite.

So Kindle fans still have no shortage of options for places to purchase Amazon‘s popular e-reading devices. Walmart may be the one notable exception.

Are Kindle Accessories Available at Walmart?

When it comes to Kindle accessories like cases, chargers and screen protectors, Walmart does make them available through its Marketplace sellers.

You can find Kindle Paperwhite cases, Fire tablet sleeves, Oasis stands and more all on the Walmart Marketplace site. These accessories are produced by third parties but designed to be compatible with Kindle models.

So Kindle owners can still enjoy the convenience of accessorizing their e-readers with gear bought at Walmart, even if the device itself isn’t sold there. Helpful items to pair with a Kindle include:

• Cases – Protect your Kindle from scratches and drops.

• Screen protectors – Prevent screen damage from drops or scratches.

• Reading lights – Illuminate your screen for night reading.

• Styluses – Allow you to highlight and take notes.

• Stands – Prop up your Kindle hands-free.

The Bottom Line

As a fellow seller, I hope this detailed guide provides helpful context on why you won’t locate Kindle readers on Walmart’s shelves or site. The Amazon-Walmart rivalry prevents Walmart from selling its largest competitor’s products.

However, for an exceptional reading experience, Walmart does offer Kobo e-readers that can stand toe-to-toe with the Kindle in terms of features and capability. I’d encourage giving them a look if you prefer to shop at Walmart over Amazon.

And Kindle die-hards do still have plenty of purchase options through Amazon itself and other major retailers like Target and Best Buy. Whichever e-reader you choose, I wish you happy reading! Please reach out if you need any advice on the best devices for enjoying audiobooks and ebooks.