Wal-Mart, the world's largest retailer, isn't going sell Amazon's Kindles anymore.

Reuters, which broke the story, said Wal-Mart is betting consumers want other like-minded gadgets such as iPads and Nooks, but since Amazon has the bigger Internet presence and Wal-Mart wants a piece of that action, it probably just doesn't want to line its rival's coffers anymore. The new Kindle Fires are designed to draw users into buying from Amazon.

The wire service quoted a memo sent to store managers Wednesday saying, "We have recently made the business decision to not carry Amazon tablets and eReaders beyond our existing inventory and purchase commitments. This includes all Amazon Kindle models current and recently announced."

Target stopped selling Kindles a while back.