Kindle Fire Outpacing First iPad

Amazon tablet's ad impressions have grown 19% daily since launch

Despite mixed reviews in the media, momentum appears to be building for Amazon’s Kindle Fire.

According to mobile ad network Millennial Media’s Mobile Mix report for November, ad impressions on the Kindle Fire have grown 19 percent each day since its launch in mid-November.

“We’re not just seeing millions of impressions, we’re seeing a monthly run rate of hundreds of millions of impressions,” Millennial Media said.

The company said the Kindle Fire’s growth has slightly outpaced that of the original iPad in early 2010, although it acknowledged that the $199 Fire is not only cheaper than the first iPad, but it also launched to a more mature tablet market.

Last week, Amazon said that for three straight weeks, customers purchased “well over 1 million Kindle devices per week.”

Gene Munster, an analyst for Piper Jaffray, said the number, which includes sales of both traditional Kindles and the new Kindle Fire, suggests that Amazon in on track to sell 10-12 million Kindle devices in the December quarter, instead of his initial estimate of 9 million (4 million Fires and 5 million traditional Kindles).

In its November report, Millennial Media also said that the iPhone remained the top individual phone on its platform, growing 8 percent month over month in November, and Apple’s iOS grew 7 percent month over month. Samsung reclaimed the No. 2 spot on Millennial Media’s list of top manufacturers, the report said, and had four of the top 20 phones on the company’s platform.