Which major bookstore chain's product design decision in 2009 represented its most significant attempt to compete with Amazon's Kindle?

Major bookstore chains have faced significant disruption in the digital age. As physical retailers of literature adapted to changing consumer habits, some made revolutionary product design decisions that transformed the industry. This trivia question examines a pivotal moment when a traditional arts & literature retailer made a bold product launch that changed their trajectory in the face of digital competition.

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Barnes & Noble launching the NOOK e-reader
Borders partnering with Sony to create the Reader Digital Book
Books-A-Million introducing the Kobo eReader
Powell's Books developing the IndieBound e-reading platform