Amazon Kindle sales continue to surge for third week

Kindle sales are holding steady at impressive rates, but the real test for Amazon will be selling these devices at comparable numbers after the holiday season.

Although Amazon suffered its first firestorm regarding the Kindle Fire earlier this week, sales for the Kindle brand overall continue to surge.

For the third week in a row, Amazon is selling more than 1 million Kindle devices per week. Those sales are likely helped by the recent release of a slew of brand-new and more advanced Kindles that were so perfectly launched right as the holiday season was getting underway. The real test for Amazon will be to see how well Kindle devices sell after December 26.

Nevertheless, the brand is certainly getting a significant boost with the $199 Kindle Fire, which is still the #1 bestselling, most gifted, and most wished for product on Amazon.com since it was first introduced in September.

That actually shouldn't come as much of a surprise. A recent survey from Retrevo found that more current and non-current tablet owners replied that they are planning to buy a Kindle Fire over the year's other most popular tablet computer, the iPad, this holiday season. Maybe the Kindle Fire also got a boost from another poll from the same agency that posited the Kindle Fire might be the most manly gift this year.

So far, the iPad competition could be on point as Apple’s iPad sales in December are already looking lower than expected amid the popularity for the Kindle Fire and even the MacBook Air.

Cumulative exact shipping and sales figures aren't known, but DigiTimes reported that Amazon was shipping between 3 and 4 million Kindle Fire units as of December 2.

Rounding out the Kindle set are the starter Kindle at $79, the Kindle Touch for $99 and the Kindle Touch 3G for $149.

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