In a move that I'm sure had nothing at all to do with a certain petite-form factor rival being announced by Apple at round about the same time, Amazon has hailed the Kindle Fire HD as the “best-selling product across all of Amazon worldwide”.
The second-generation Amazon tablet certainly looked the business when Jeff Bezos unveiled it early last month, and it would seem that potential has been carried forward into real-world sales.
I say “it would seem”, as Amazon's announcement isn't accompanied by any hard data on how many units have actually been shifted, or indeed how long a period it's talking about. The last week? The last month? Since the dawn of time? Your guess is as good as mine, but the non-specific nature of the soundbite suggests there may be a touch of fuzzy maths at play.
However, you could make the case that the clearest evidence that Amazon has got things right with the Kindle Fire HD (and the first-generation Kindle Fire before it) is the very existence of the Apple iPad mini announced yesterday.
Steve Jobs' famously withering dismissal of 7-inch tablets as being too small has been proved wrong by how well the Kindle Fire and Google's Nexus 7 have been received – though to be fair, that could be more to do with their seriously low price tags than any inherent value (or otherwise) in the form factor itself.
The point is, Apple's change of approach to now embrace the smaller tablet sector is a rare example of the company following trends rather than setting them, and Amazon deserves a fair bit of the credit.