Selling With The Enemy? Kohl's To Open In-store Amazon Shops

Selling With The Enemy? Kohl’s To Open In-store Amazon Shops

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Amazon has long been blamed for the falling fortunes of department stores. Now, some of them are teaming up with the e-commerce giant.

Kohl’s said Wednesday that it will open Amazon shops in 10 of its department stores that will sell Amazon Echos, Fire tablets and other gadgets. The deal comes just a few months after the owner of Sears and Kmart said it would sell its Kenmore-branded appliances on Amazon.com for the first time.

The partnership gives Kohl’s a way to differentiate itself from rival department stores and lure in shoppers looking to buy electronics. For Amazon, it gets its devices in front of more people to touch and try them.