Google has teamed up with device manufacturer iriver to release a Google branded eReader. The iriver Story HD will be the first eReader integrated with the Google eBooks platform. The Wi-Fi enabled device has a 6″ eInk screen and a QWERTY keyboard. It goes on sale this coming Sunday at Target for $139.99, the same price as the Kindle.

Do you think the eReader will be competitive? It is good news for independent bookstores who can sell eBooks using the Google eBookstore platform. In this video, Scott Dougall, director, product management, Google Books, talks about how these retail partnerships with Google eBooks work.

Earlier this year ABA/IndieBound web developer Matt Supko offered tips for indie booksellers struggling to share eBooks with customers. Green Apple Books co-owner Pete Mulvihill explained how his bookstore sells Google eBooks a recent interview.