(CNN) - Walmart has joined Target in its decision to stop selling Amazon Kindles.

Neither company gave a specific reason for the move, but Walmart did say they make all merchandising choices based on their promise to sell products at low prices.

The loss of Walmart's business could potentially hurt Amazon, which just unveiled a new line of Kindle e-readers.

But the device still has a market in brick and mortar stores. The Kindle is still carried in other big-name retail stores like Best Buy and Staples.

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