Amazon has published its Q4 2010 financial results, and has revealed that it is now selling more Kindle ebooks than paperback books.

The results state that for every 100 paperbacks it shifts, 115 Kindle ebooks are downloaded to its Kindle readers, or the various Kindle apps that are spread amongst a wealth of devices.

Back in July, Pocket-lint brought you the news that Kindle ebooks were outselling hardbacks on Amazon for the first time and now the digital versions are smashing their hardback equivalents at a rate of three to one.

And these numbers do not even include the millions of free Kindle books that are downloaded every day.

"Thanks to our customers, we achieved two big milestones," said Jeff Bezos, founder and CEO of

"We had our first $10 billion quarter, and after selling millions of third-generation Kindles with the new Pearl e-ink display during the quarter, Kindle books have now overtaken paperback books as the most popular format on

"Last July we announced that Kindle books had passed hardcovers and predicted that Kindle would surpass paperbacks in the second quarter of this year, so this milestone has come even sooner than we expected - and it's on top of continued growth in paperback sales."

The third generation Kindle is also now the best selling product in Amazon history, eclipsing the previous best - Harry Potter and The Deathly Hallows.

And the iPad was supposed to be a Kindle killer...

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