As expected, Amazon on Tuesday announced that it has started selling its Kindle device for R$299 ($143) in Brazil. Yet the device is not available at Amazon.com.br, but rather through Pontofrio.com.br and Livraria da Vila.

The launch has been a long time coming but in the end arrived a bit earlier than Amazon hinted at, following the opening of the Kindle Store in Brazil on December 6, which offers over 1.4 million books priced in Brazilian Reais (R$), including more than 13,000 Portuguese-language books. At the time, Amazon announced the Kindle would be available in the “coming weeks.”

“Amazon is thrilled to bring the R$299 Kindle to Brazilian customers through Livraria da Vila and Pontofrio.com.br, making it easier and more affordable than ever for Brazilian readers to own a Kindle,” Alexandre Szapiro, Vice President of Kindle, said in a statement. “Now customers in Brazil can enjoy all the benefits of reading on Kindle with the option to buy in installments.”

Amazon recently hired Apple’s former director for Brazil Alexandre Szapiro to head its local operations, suggesting the Kindle is an important part of its growth strategy in the country. The company is also reportedly considering the opportunity to manufacture Kindles in one of Foxconn’s Brazilian factories.

With a population of over 190 million, many of whom are making their first online purchases, Brazil is turning into a fast-growing e-commerce market, which is increasingly attracting attention from foreign players. The Kobo Touch recently launched in Brazil in partnership with Livraria Cultura, likely prompting Amazon to accelerate its own plans for the Kindle launch.

Where can we expect the Kindle to hit next? Our bets are on China and Canada.

See also – Walmart will stop selling all Amazon Kindle devices as it attempts to become a real online competitor and Amazon goes on the offensive. Mocks Apple and compares Kindle Fire HD to iPad Mini on its homepage.

Image credit: Andrea Fregnani