AT&T will begin selling Amazon.com’s Kindle e-reader in its retail stores starting Sunday.

Amazon already sells a $189 version of the Kindle that downloads e-books and connects to the Internet over AT&T’s 3G cellular network. Now, people can also buy the e-reader in AT&T’s brick-and-mortar stores.

Unlike with smartphones or tablet computers, people can buy the Kindle from AT&T without having to commit to a monthly data subscription.

Once people buy the Kindle, they can surf the Web and download books as much as they want, with Amazon swallowing the cost of monthly data fees.

Amazon still sells a $139 version of the Kindle that connects to the Internet over Wi-Fi networks only.

AT&T shares edged up 25 cents to $28.38 yesterday, while Amazon shares fell $3.36, or 2.2 percent, to $173.29.

Separately, AT&T said it will use its phones’ location-sensing ability to target text ads with coupons and other offers to subscribers in New York, Los Angeles, Chicago and San Francisco.