While Apple’s iPad has stolen the spotlight in the burgeoning computer tablet category, its predecessor—Amazon’s Kindle—is having a breakout year of its own as the holiday shopping season nears its peak.
Sales for the pioneering e-reading device are expected to surpasses 8 million units, according to Bloomberg.com.
That figure would blow by most analysts’ estimates by at least 60 percent, per Bloomberg. Many analysts have forecast Kindle sales to be in the 4 million to 5 million range.
Amazon rarely releases sales figures of its own for the Kindle. Back on Dec. 13 the company announced that it had already sold millions of its all-new Kindle during the first 73 days of the fourth quarter.
Sales have likely been sparked by the Kindle’s new $139 price tag.