When it comes to eReaders, Amazon‘s Kindle devices are the undisputed industry leaders. Since the first Kindle launched in 2007, these portable digital book readers have become ubiquitous, with over 97 million units sold worldwide as of 2018. According to a 2021 survey by Statista, 33% of US adults own an eReader, and most of those are Kindles.
Given the immense popularity of Kindles, many consumers naturally assume they must be sold everywhere, including the world‘s largest retailer: Walmart. However, savvy shoppers may be surprised to discover that Walmart does not carry Kindle eReaders at all. In this comprehensive guide, we‘ll delve into the reasons behind Walmart‘s decision, evaluate the alternative eReaders that Walmart offers, and provide expert tips for choosing the best device for your reading needs.
The Rise of eReaders
To understand Walmart‘s stance on Kindles, it‘s helpful to look at the history of the eReader market. The concept of electronic reading devices dates back to the early 1970s, but the first commercially available eReaders didn‘t emerge until the late 1990s. These early devices were clunky and expensive, with limited book selections.
Everything changed in November 2007 when Amazon released the first Kindle. With its revolutionary e-ink screen that mimicked the look of paper, streamlined design, and instant access to Amazon‘s vast library of digital books, the Kindle made eReading attractive to the masses. Other companies like Sony, Barnes & Noble, and Kobo soon released their own eReaders to get in on the action.
Fast forward to today, and eReaders have grown into a multi-billion dollar global industry. The eReader market was valued at over $1.03 billion in 2020 and is projected to reach $1.15 billion by 2026, according to market research firm Mordor Intelligence. Much of this growth has been driven by the convenience and portability that eReaders offer compared to traditional printed books.
Walmart and Amazon‘s Rivalry
So why is the world‘s biggest retailer missing out on this lucrative product category? The answer lies in Walmart‘s fierce competition with Amazon. While Walmart still dwarfs Amazon in terms of overall revenue ($559 billion vs $386 billion in 2020), Amazon has been rapidly gaining ground, particularly in e-commerce. Amazon accounted for a staggering 39% of all US online retail sales in 2020, according to eMarketer.
Recognizing the threat that Amazon poses, Walmart has invested heavily in its own e-commerce capabilities in recent years. The company has overhauled its website and mobile app, expanded online grocery services, and made several acquisitions to bolster its digital presence. At the same time, Walmart has taken steps to distance itself from Amazon and avoid promoting its competitor‘s products.
This is where Kindles come in. As an Amazon-branded device, Kindles serve as a gateway into Amazon‘s ecosystem. Once a customer buys a Kindle, they are more likely to purchase ebooks from Amazon, sign up for services like Kindle Unlimited, and potentially even buy other Amazon products. Walmart wants to keep customers within its own retail ecosystem, so it stopped selling Kindles in stores and online back in 2012.
Kobo: Walmart‘s Answer to Kindle
Walmart‘s decision to drop Kindles left a void in the eReader category. To fill this gap without supporting Amazon, Walmart partnered with a lesser-known brand called Kobo in 2018. Kobo was founded in 2009 in Toronto, Canada and has grown into a major player in the global eReader market. The company offers a range of eReaders at different price points as well as its own ebook store with over 6 million titles.
As part of the partnership, Walmart became the exclusive US retailer for Kobo devices. Walmart sells several Kobo eReader models in stores and on its website:
| Model | Screen Size | Storage | Resolution | Price |
|---|---|---|---|---|
| Kobo Nia | 6" | 8GB | 212 ppi | $99.96 |
| Kobo Clara HD | 6" | 8GB | 300 ppi | $118.00 |
| Kobo Libra H2O | 7" | 8GB | 300 ppi | $169.96 |
| Kobo Forma | 8" | 8GB | 300 ppi | $249.96 |
In addition to the hardware, Walmart also promotes Kobo‘s ebook store and a co-branded audiobook subscription called Kobo Audiobooks with Walmart ($9.99/month). By offering a complete ecosystem of devices, ebooks, and audiobooks through Kobo, Walmart can keep customers engaged with its brand while avoiding any revenue-sharing with Amazon.
How Kobo Stacks Up Against Kindle
Of course, hardware specs and price are only part of the equation when it comes to eReaders. The real test is how well the device performs for actual reading. In this regard, Kobo devices measure up quite favorably to Kindles.
Both brands use similar e-ink screen technology, which provides a comfortable, glare-free reading experience that mimics real paper. From a software perspective, Kobo‘s user interface is clean and intuitive, with useful features like adjustable fonts and line spacing, built-in lighting, dictionary/Wikipedia integration, and reading stats.
One key advantage that Kobo offers over Kindle is file format support. Kindles use Amazon‘s proprietary AZW format and are limited in their ability to open other types of files. Kobo eReaders, on the other hand, can handle 15 different file formats natively including popular options like EPUB, MOBI, and PDF. This makes it much easier to read ebooks from a variety of sources beyond the official store.
When it comes to content, Amazon maintains a slight edge over Kobo with around 3.6 million ebooks in the Kindle store compared to Kobo‘s 2.5 million. However, all of the major bestsellers and new releases are typically available on both platforms, along with tons of classics and indie titles. Kobo even offers some niche content like manga that isn‘t available through Amazon.
Global Reach and Industry Trends
It‘s worth noting that while Kobo may be less familiar to American consumers, the brand has a strong international presence. In addition to Walmart, Kobo has retail partnerships with major booksellers like Indigo in Canada, WHSmith in the UK, and Rakuten in Japan. This global scale has helped Kobo capture significant market share outside of the US.
According to a report by Good e-Reader, Kobo controlled roughly 25% of the global eReader market as of 2019, second only to Amazon. The same report shows that Canada, Japan, Australia, and New Zealand are among Kobo‘s strongest markets, with over 50% market share in some cases.
Looking ahead, industry experts believe that the eReader market will continue to grow steadily despite competition from tablets and smartphones. While those multifunctional devices are convenient for casual reading, serious readers still prefer dedicated eReaders for their simplicity, portability, long battery life, and easy-on-the-eyes displays.
As eReader technology continues to improve with features like color e-ink and stylus support, the devices will likely become even more appealing to a wider audience. Amazon is currently experimenting with a color-screen Kindle, while Kobo released the Sage and Elipsa models in 2021 which include styluses for writing and annotating. We expect to see ongoing innovation from both brands in the coming years.
Conclusion and Recommendations
Based on our analysis, Walmart‘s decision not to sell Kindles is a strategic move to support its own e-commerce ecosystem and avoid bolstering its biggest rival. For Walmart shoppers in the market for an eReader, Kobo devices offer an excellent alternative with comparable features, content, and value to Kindles.
Unless you‘re heavily invested in the Amazon ecosystem already, we recommend giving Kobo a serious look. The Clara HD and Libra H2O models offer the best bang for your buck with pixel-dense screens, even backlighting, and waterproofing at reasonable price points.
That said, Kindles remain an great choice for many readers thanks to their refined hardware and software, massive ebook selection, and cross-platform syncing with the Kindle app. If you decide to go the Kindle route, you‘ll find the best prices and selection at Amazon.com. But brick-and-mortar retailers like Best Buy, Target, and Staples also carry Kindles and sometimes run compelling promotions.
Ultimately, both Kindle and Kobo offer top-notch eReading experiences. Your decision should come down to your specific preferences for screen size, features, file support, and content. We recommend trying out both brands in person if possible to see which one feels right for you. No matter which eReader you choose, you‘ll enjoy the unparalleled convenience and pleasure of carrying an entire library right in your pocket.
