Amazon has announced that the latest generation of the Kindle, which is the first to see an official release over here in Britain, is the fastest selling model ever.
In the first 4 weeks of pre-ordering for the so-called Kindle 3 and Kindle 3G, there were more devices purchased than for either of the other launches in the same time frame.
Also, Amazon is selling more Kindles (via the US and UK sites) than any other product. That's some doing considering they also stock Haribo Freaky Fish - possibly the finest jelly sweet in the history of mankind.
"Kindle is the best-selling product on Amazon.com for two years running and our new generation Kindles are continuing that momentum", said Steven Kessel, senior vice president of Amazon Kindle.
"Readers are excited about all that the new Kindle has to offer: 50 per cent better contrast, 20 per cent faster page turns, 15 percent lighter, up to one month of battery life and a new price of only £109".
That £109 price is for the Wi-Fi only version, the 3G one will cost you £40 more.
If you have pre-ordered your next-gen Kindle then keep your eyes open for the postman over the next day or so - Amazon has confirmed it has started shipping the devices earlier than planned.
Can the Kindle keep it going, or will iPads and other tablets see-off dedicated eBook readers? Give us your thoughts below.