Before buying a Kindle I actually wanted to use one to decide on the Touch, Keyboard, or Standard edition. Buying via Amazon has a 30 day return policy, free shipping both ways so it would be zero risk to buy one through them. Every retailer has the same exact price on them. Disclaimer - I worked in retail sales at a place very much like Best Buy 20 years ago.
I started out at Best Buy, units were on a ultra-sensitive anti-theft cable that triggered three times while I was looking. All units on a demo loop which was worthless for evaluating the normal tasks I'd do with the thing. Best Buy has a 15 day return policy, they will not match Amazon's, even if I purchased their extended warranty.
I went to Target, units also on demo loop, sales staff that was helpful, courteous, and knowledgeable. Their return policy - exchange only 30 days, no exceptions. I think they also offered some extended warranty that didn't include damage.
Next was Staples. Same demo loop, extended warranty available, hard to figure out from the brochures what the policies were. Group of employees talking to each other 10 feet from me, no offers of help. I couldn't be bothered to spend my money there.
I had to drive past an HH Gregg and figured I'd see what they had while I was at it. Helpful employee, a unit that was not on a demo loop, 30 day return for refund policy, reasonable price on an extra warranty that covers accidental damage. I bought it from them immediately.
At each store (Staples excepted) I asked to try the unit outside of demo mode and they could not or would not. I also asked "Why should I buy this from you instead of Amazon?" The ONLY store that had a value proposition same or better than Amazon was HH Gregg, and their poor employee could not give me a single reason why I should buy it from him. I had to drag it out of him. The brick and mortars need to focus on providing a better overall value, and that includes their employees being able to enumerate exactly WHAT that better value is.