Live: Amazon Product Event Prime Sale Lenovo Duet 3 Windows 11 Update HP OLED Laptop Gift Card Deal Bluetooth Boom Boxes Huawei Mate XS 2
Want CNET to notify you of price drops and the latest stories?
No, thank you

Kindle family soars on Black Friday, but unit sales still elusive

On Black Friday, sales of the entire Kindle line quadrupled those of the same day last year. The only issue: Amazon still refuses to release unit-sales figures.

Amazon's Kindle Fire is selling extremely well.
Amazon's Kindle Fire is apparently selling extremely well.
Sarah Tew/CNET

Sales of's Kindle line exploded on Black Friday, the company said today.

According to the e-retail giant, sales of its $79 Kindle, $99 Kindle Touch, $149 Kindle Touch 3G, and the $199 Kindle Fire quadrupled those generated last year on Black Friday. In addition, the Android-based Kindle Fire tablet has now stayed atop Amazon's best-selling products list since it was announced eight weeks ago.

However, just like in the past, Amazon did not reveal unit sales. Instead, the company said that it had sold "millions of the new Kindle family and Kindle Fire" prior to the holiday-shopping season and that Black Friday was yet another busy shopping day. Amazon also said that many of its customers are buying multiple Kindles, so they can get one for themselves and give others as gifts.

Amazon unveiled its new Kindle family in September. The devices are available both online and in a slew of retail outlets around the U.S.

Speaking of those other retail outlets, Target announced today that the Kindle Fire topped sales of all tablets in its stores. That revelation is notable, considering Amazon's device is competing against Apple's iPad on Target shelves.

Speculation abounds that the Kindle Fire could outsell--or at least put pressure on--the iPad 2 this holiday-shopping season.

Last week, research firm Parks Associates revealed results of a survey that found 51 percent of U.S. consumers prefer the Kindle Fire to the iPad 2. However, in the same study, the company found that 62 percent of respondents who were "most likely to purchase a tablet by the end of the year" were planning to buy an iPad 2, compared with 38 percent of consumers who said they would buy the Kindle Fire.