Courtesy of Amazon
By Leena Rao
December 1, 2015

Amazon touted the sales of its own devices over the past holiday weekend, announcing that Thanksgiving, Black Friday, and Cyber Monday were the best ever for Amazon devices in terms of sales. In traditional Amazon form, the e-commerce giant didn’t reveal any numbers behind how many devices sold, or total sales.

Amazon (AMZN) said Tuesday that the top-sellers across all of the products available on its e-commerce site this past Black Friday were its own Amazon devices. The company’s media streaming devices, the Fire and Fire TV stick, were the most popular in terms of sales, respectively.

Amazon also revealed that its Echo, a connected device that combines the abilities of Siri and a bluetooth speaker in a small cylinder, was the top seller across products over $100 on the site.

This holiday season ushers in a new shift for Amazon in selling more media streaming devices and internet connected devices for the home, rather than just Kindles and tablets. The company just released new versions of its Apple TV competitors, and the Echo only started being sold broadly in 2015.

Similar to the strategy with Kindles and tablets, Amazon Fire TV is a product that the company can use to sell content to purchasers, including movies, games, apps and television shows, boosting its overall revenue gain.

But don’t expect Amazon to shed its tablet plans. The company said that its newly launched and cheaper Fire tablet, which retails for $49.99 and sells in a six-pack for $250, is now the fastest-selling Amazon tablet ever, with millions sold since launch in October. Dave Limp, senior vice president of Amazon devices, said that the company has built millions of the cheaper tablet, and are ramping up production to build more.

Despite the growth in sales of Fire TV and Echo, Amazon added that the company’s reading device, the Kindle, was still popular among shoppers and hundreds of thousands of Kindle e-readers were sold over the holiday weekend.

Like most retailers, the holiday season is critical to Amazon’s yearly revenue. A new set of successful devices could have a big impact on the company’s fourth quarter earnings. Stay tuned.

For more on Amazon’s sales, watch this video:

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