Waterstones re-enters the digital age

Well, that was a turn up for the books. The expectation was that Waterstones would join forces with Barnes and Noble to compete in the digital market; it was almost a certainty. But, those predictions were dashed yesterday when Waterstones announced that it is going to get into bed with the digital devil itself: Amazon. The two companies have agreed a deal that will allow Waterstones to sell Amazon Kindle e-readers in its stores for the first time, while also offering free Wi-Fi in store as part of an extensive store upgrade funded by the company’s new owner, the Russian billionaire Alexander Mamut.

Precise details of the deal have not yet been released, which has prompted speculation across the trade press. Commentators’ main concern is what is in this for Waterstones, especially after the firm’s managing director, James Daunt, recently described Amazon as a ‘ruthless, money-making devil’. But, if you can’t beat the devil then you best submit to him.