Online retail giant Amazon is expected to sell 4 million Kindle Fire units by the end of this year, effectively disrupting the tablet market.
Earlier, analysts were expecting Amazon to sell 2.5 million Kindle Fire tablets in the fourth quarter of 2012, but according to PC Mag, analysts have almost doubled their expected figures based on the massive demand the device is enjoying.
Gene Munster, an analyst at Piper Jaffray, who estimates that Kindle Fire will sell 4 million units in the fourth quarter, said that Amazon will sell a high number of devices due to its competitive pricing. It was recently revealed that Amazon is selling the device at a loss but is expected to make up for it due to the sale of content.
"Overall, we believe the iPad offers a superior user experience to the Kindle Fire, but note that for $200, the Kindle Fire delivers as much or more than many other competitors," wrote Munster in a note to clients.
A consumer survey had revealed that a significant number of people were refraining from buying an iPad because they wanted to purchase a Kindle Fire. In another survey, it was revealed that the Kindle Fire and iPad 2 were going neck to neck in terms of consumer demand.