Amazon.com, Inc. (NASDAQ:AMZN) and Target Corporation (NYSE:TGT) have chosen college campuses as their new battleground.

Amazon is the biggest threat to mainstream retailers such as Target and the two companies have started to target college to stage their rivalry. Amazon is setting up kiosks on college campuses to make it easier for students to get their hands on the products that they order online. Target on the other hand has been opening new but smaller retail stores in places that have high millennial populations including college campuses. One such Target store was recently launched near Pennsylvania State University to target the college students.

“The smaller store concept allows us to get into those dense neighborhoods, such as Manhattan, where we couldn’t put a large typical store. It gives us more flexibility,’’ stated Target senior group vice president, Tony Roman.

A news report from Bloomberg revealed that Target rival Amazon has a plan to set up kiosks at 16 colleges. Some of the campuses include the University of Massachusetts, Purdue University and the University of Pennsylvania among others. The idea is to have these kiosks up and running before the end of the year. The online retailer also plans to set up kiosks in more universities in 2017 so that they can help supplement the company’s online retail business.

Student subscribers to Amazon Prime will also get pickup lockers where they can collect their purchases. They will also get a discounted prime membership fee of $49. Conquering the college market is an opportunity to build up loyalty from future customers that happen to be centrally located.

“On a college campus, you have all of your future customers in one place,” pointed out Amazon executive Riply MacDonald.

Amazon stock closed the latest trading session at $834.09.