Target brings back Amazon devices

Target's four-year old battle with Amazon seems to be at its end.

Target is once again selling devices from the online retail giant on its website. Those looking for a Kindle e-reader, Fire TV streaming device or Fire tablets can now purchase them from Target's website today or from one of the company's retail locations starting in October.

Amazon's popular Echo, Tap and Dot smart speaker line are not currently being sold by Target.

While the devices have been available on Amazon's site and at retail locations such as Best Buy for years, Target stopped selling Amazon-made gadgets in 2012 amid concerns it was drawing consumers away from its stores in favor of Amazon.

Rival Walmart followed Target's lead and pulled Amazon devices from its shelves shortly afterwards under similar concerns. It still does not sell the devices today.

Consumer Intelligence Research Partners estimated that 63 million Americans, 52% of Amazon's U.S. customers, were subscribers to the company's $99-per year premium Prime service at the end of June. With such a large percentage taking part in Prime it's clear that pulling the devices from shelves hasn't stopped consumers from shopping at Amazon. Instead, by selling Amazon's devices, Target now hopes the high-profile name could give its electronics division a boost.

For Amazon, the renewed partnership with Target and it's close to 1,800 stores gives its devices a nice bump as it looks to boost its physical retail presence. Amazon has dabbled with its own retail stores over the past year, opening its first bookstore in Seattle in November, with a second store slated to open in San Diego this summer. Rumors of an additional location in New York picked up steam last month following a New York Post report that the company was close to leasing a midtown spot in Hudson Yards.

The stores sell books as well as showcase the company's gadget line.

Follow Eli Blumenthal on Twitter @eliblumenthal.