Amazon's popular Kindle e-book reader went from strength to strength last year to become the best selling product on Amazon.co.uk, beating off a strong challenge from Jamie Oliver, Take That and Susan Boyle.
The e-commerce giant's top 10 best sellers of 2010 list put Kindle in first place followed by Toy Story 3 (DVD) and Stieg Larsson's novel The Girl Who Kicked The Hornets' Nest.
Other electronics items in the list included the Integral USB 2.0 Single Slot SD Reader and SanDisk 8GB SDHC Secure Digital Card.
The news is a further signal that the e-book reader category is here to stay, despite a strong challenge from the tablet market, led by the Apple iPad.
Although many tablets including the Galaxy Tab and the Archos 101 now come with e-reader functionality, it appears that the low price point and portability of the Kindle is making it popular even with tablet owners.
A new JP Morgan survey, for example, found that 40 per cent of US-based iPad users already own one and 23 per cent plan to buy one in the next year.
It's no surprise then that US bookstore Barnes & Noble's rival Nook device is also proving to be a hit. The line became the company's biggest bestseller ever in its nearly 40-year history, selling over one million devices on Christmas Day alone.
However, it has not all been plain sailing for the Kindle.
Amazon was forced to issue return or exchange requests in the US last month after disgruntled users complained that the official leather carrying case (without light) for the device caused the Kindle to crash or freeze.
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