Amazon has claimed that the latest version of Kindle is the fast-selling version of the e-reader yet.
The company also said that the new Kindle was the best-selling product on its UK and US websites.
Amazon has timed the release of the claims to coincide with the launch of Barnes & Noble's Nook Color, one of its Kindle's chief competitors.
Steve Kessel, senior vice president Amazon Kindle, said that the company had sold more Kindle devices since launch than entire fourth quarter of the previous year.
"It's still October and we've already sold more Kindle devices since launch than we did during the entire fourth quarter of last year--astonishing because the fourth quarter is the busiest time of year on Amazon," he said
However, as it has always been with Amazon, the company failed to release concrete sales figures to back up its claims on how the new Kindle is fairing against its competitors.
Amazon announced that users continue to prefer Kindle e-books over their printed counterparts, which had seen a rise in sales as well.