Amazon and Boots have struck up a partnership for the cosmetics chain to sell one of the e-commerce giant's e-reading devices and its Fire tablets.
Customers are being offered a £5 Amazon gift card as an incentive to buy a Kindle Paperwhite device or Fire tablet from Boots, as part of an Amazon push to encourage customers to take up digital reading over the summer holiday period, accompanied by the Twitter hashtag #KindleSummer.
Amazon has a large pop-up stand in the entrance to Boots in Waterloo Station in London, advertising the new retail relationship (see below).
Boots doesn't sell any other e-reading device, The Bookseller understands.
Amazon launched a new Kindle Paperwhite model in June this year, which included "typesetting engine for more beautiful pages", an exclusive Kindle font called Bookerly, and "the highest resolution Paperwhite display".