Target Corp affirmed on Wednesday it would begin selling Inc's Kindle e-reader in all its stores starting on Sunday, making it the first brick-and-mortar retailer to carry the top-selling reading device.

Kindle, which wirelessly downloads books, magazines, newspapers, blogs and other documents to a high-resolution electronic paper display, retails for $259 and competes with Apple Inc's iPad, as well as similar devices from Barnes & Noble Inc and Sony Corp.

Our guest's response to Kindle has been overwhelmingly positive, Mark Schindele, Target senior vice president, said in a statement.

Target had previously told Reuters it would begin carrying the Kindle in all of its 1,740 stores on June 6.

(Reporting by Ben Klayman, editing by Gerald E. McCormick)