Amazon’s not the only one who can play the mass-market game.

It was a bit of a surprise last week when Amazon announced that their new Kindle Fire would be available in brick-and-mortar stores throughout the US. And not at just a few stores. According to Amazon, 16,000 stores, including Best Buys, Targets, Walmarts, Radio Shacks and others, will all be carrying the full lineup of Kindle e-readers and the Kindle Fire.

But Barnes & Noble is flexing some muscle too. Today they announced that the full line of Nook e-readers, and their new Nook Tablet, will be sold through Sears and Kmart. This adds another outlet for the Nook devices, which are already sold through Target, Kroger, Best Buy, RadioShack, Staples, Walmart, and others.

“The addition of NOOK is an important move that will benefit Sears and Kmart customers as they head into the holiday shopping season. The availability of NOOK devices is one more reason to shop our 2,200 Sears and Kmart stores and our websites,” said Allen Ravas, SVP and president, Consumer Electronics for Sears Holdings.