Amazon is once again boasting about how well its Kindles are selling. Now that it's got even more devices, unsurprisingly, even more of them are selling well. How well, no one knows, Amazon is content to just say it's always breaking records without actually giving any numbers.
Amazon sold more than twice as many Kindle devices, all of them put together, over the Black Friday/Cyber Monday weekend, than it did last year. Which is probably good, but it's impossible to know how good.
What's more, Amazon boasts that nine out of the top 10 selling products on the site are Kindles, Kindle accessories and digital content and it's been so ever since the Kindle Fire HD was introduced.
Including digital content into the mix is a big disingenuous – Amazon is going to sell more and more digital content in the future, but that's true for all retailers.
The Kindles are a big part of this, the only reason why Amazon is building more devices is to sell more content, where it makes its money.
Amazon actually losses or makes a very slim profit on all of its Kindle devices and does it in the hope that it will drive more digital content sales.
It's hard to know if it's actually working, it must be since Amazon keeps on pumping more Kindle devices, but the company has always played the long game.
Others are adopting this strategy, notably Google, which is coming up with cheaper and cheaper Nexus devices. The Nexus 7 is very much a Kindle Fire copy, albeit one with much better hardware.
Google built it as a way to drive Play Store sales, apps, movies, music and books. This is why it's selling it so cheap. The same strategy was extended to the Nexus 10 and even the Nexus 4 smartphone.