Target will soon start selling a new electronic reader that competes with Amazon.com's Kindle and Barnes & Noble's Nook.
The iriver Story HD is the first e-reader to be fully integrated with Google's eBooks platformm, Target said in a statement on Monday. It will cost $139.99 and goes on sale July 17, the company added.
During the first quarter, Barnes & Noble's Color Nook helped the company take the lead in the e-reader market for the first time, according to technology data company IDC.
"Amazon's Kindle was second, but the lack of a color offering has clearly impacted the company's previous dominance in the eReader market," IDC said in a report last week.
IDC forecasts 16.2 million e-readers will be shipped this year worldwide, a 24 percent increase over 2010.