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Kindle 3 Tops Amazon UK Best Seller List For 2010

Amazon has announced that its Kindle e-reader device was the best selling item on its online retail platform during the Christmas holiday shopping season.

The Kindle device was at the top of the charts followed by the Toy Story 3 DVD, Call of Duty: Black Ops and the latest Take That music album, Tech Radar reports.

Brian McBride, Managing Director of, said in a statement that “This was the first Christmas that Kindle and Kindle 3G have been available from and the demand has been exceptional.”

Amazon sells the Wi-Fi only version of the Kindle for only £109 while the 3G model retails for £149; Apart from its low price, the success of the Kindle owes much to the marketing push by Amazon both on its site and on TV.

The remaining positions in the top ten list were filled by Inception DVD, Jamie's 30-Minute Meals – Jamie Oliver, Now That's What I Call Music! 77, Eclipse DVD, Downton Abbey Series 1 and Just Dance 2 Wii game.

According to Amazon, at the peak of the Christmas shopping frenzy, 27 items were being purchased from its website every second. The most busiest day at in 2010 was December 6th, when customers bought 2.3 million items.