Amazon said the electronic-book reader remains the best-selling product across all product categories on Amazon, boasting that it's "flying off the shelves faster than any other product Amazon sells."
"We’re seeing lots of people buying from one to a handful of Kindles as gifts for friends or family, as well as many businesses and other organizations buying Kindles in large quantities for their employees or customers," Ian Freed, VP of the Kindle, said in a statement.
In making such claims, Amazon is trying to build momentum as the Kindle faces tougher competition during the holiday shopping season. A newcomer to the market, Barnes & Noble's Nook, could prove a particularly strong rival.
Released last month, the Nook appears to be doing well. According to Barnes & Noble's Web site, the e-reader is sold out, and people pre-ordering a Nook today will have to wait until after the holidays to receive the device. Shipments are scheduled to resume Jan. 11.
Nevertheless, the Kindle is the product to beat. Forrester Research ranks Amazon as the top seller in the e-reader market, with Sony's Reader a distant second. However, the market is very young and competitors could increase share in the future.
E-readers have proven popular among business travelers and avid readers. Forrester predicts sales this year will reach 3 million units, with 30% of the purchases occurring during the holiday season. E-reader sales next year could exceed 6 million units, according to Forrester.