Amazon has started to sell the popular Kindle Ebook reader in Best Buy stores in a bid to increase sales of the device amidst increase competition from Apple's iPad and other Android-based tablets.
The main reason however why Amazon may have partnered with Best Buy is to provide users with the opportunity to try and handle the Kindle.
Best Buy already sells other ebook readers like the Sony Librie and the Barnes & Noble Nook.
The move comes as Amazon has released a new firmware update, v3.01, for the reader which enhance the general performance of the reader and will allow users to create Amazon.com accounts directly from the reader.
It is not known whether Amazon will also sell the Kindle in the UK via Best Buy; all three models, the Kindle 3G, the Wi-Fi only version and the Kindle DX will all be available in a near future.
The online retailer also kickstarted an advertising campaign on UK television showing a couple each with a Kindle sitting in deckchairs in an idyllic sunny seaside setup.
Amazon sells the cheapest Kindle for £109 in the UK although strong customer demand means that customers have to wait for up to three weeks to get it delivered.