Sears will sell Kenmore products on Amazon

Sears says Kenmore products now available on Amazon; shares spike 13%

Distribution will be nationwide, and Kenmore, Sears Home Services and Innovel Solutions will provide delivery, installation, and other services.

"The Amazon platform is so broad and also focuses on the millennial generation, which is very important for Kenmore to reach", Tom Park, the president of Kenmore, told CNBC in an interview Thursday.

"The launch of Kenmore products on Amazon.com will significantly expand the distribution and availability of the Kenmore brand in the US", said Sears CEO Edward Lampert in a press release.

It's an interesting reversal of fortune for Sears, whose sales have been in the hole for years - mainly due to competition from e-commerce sites such as Amazon.

Sears says that the Kenmore products will allow customers to control their appliances, such as changing the temperature on an air conditioner without leaving the sofa.


Alexa is popping up in more and more smart home devices, as Amazon makes a play to become the voice-controlled home operating system. The chain has considering selling additional lines, including its DieHard vehicle batteries and Kenmore appliances businesses, and is unloading its vast real estate holdings.

Would you buy a Kenmore air conditioner, refrigerator, or dishwasher if you didn't have to go to a Sears store, leave your house, or register for a Sears.com account?

While the move feels a bit defeatist, it's a smart one, at least in the short term - a fact that Wall Street has rewarded, with shares in the 131-year-old company jumping as much as 25-percent in this morning's trading.

Sears Holdings shares rose 17% on the news.

"We continuously look for opportunities to enhance the reach of our iconic brands to more customers and create additional value from our assets", Sears Holdings Chairman and CEO Edward S. Lampert said in a statement.

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