Amazon.com to start selling Nintendo Wii Sunday morning

In an attempt to capture the nation's gaming madness with all these game console releases this season, online retailer Amazon.com (NASDAQ: AMZN) will launch the Nintendo Wii game console this Sunday. Brick-n-mortar retailers launch the highly anticipated console on Sunday as well. This brings up a hearty question: will Amazon.com lose sales since it won't be able to give "immediate gratification" to consumers looking for the new game console?

For some, Circuit City Stores (NYSE:CC), Best Buy (NYSE:BBY) and Target Corp. (NYSE:TGT) -- among others -- will be a mecca come this Sunday. Hordes of gaming fans will try to be first in line to snag one of the new gaming consoles. With the Sony Playstation 3's pricing being quite a bit more than the Nintendo Wii, there are ardent fans of both who will have purchase rationalizations that are miles long in each camp.

But for those who want a Wii for gift giving during the holiday season, Amazon.com will most likely be the store of choice when the game console is launched this weekend. Who would rather get out and wade through all the muck of retail on the weekend before Black Friday when a few clicks can get you the same product -- with free shipping and no sales tax in most cases -- from Amazon.com? The online e-tailer is betting many will choose it over the madness, store traffic and holiday shopping congestion.