British readers are now buying more digital e-books than printed books for the first time, according to new figures from Amazon.
The web giant, which also sells the Kindle e-book reader device, said that 114 Kindle books have been sold so far this year for every 100 print books purchased via the Amazon site.
Amazon said the ratio would have favoured Kindle e-books even more if more hardcover and paperback books were made available in digital form, and free Kindle books had been included.
"Customers in the UK are now choosing Kindle books more often than print books, even as our print business continues to grow," said Jorrit Van der Meulen, Kindle European vice president.
"We hit this milestone in the US less than four years after introducing Kindle, so to reach this landmark after just two years in the UK is remarkable and shows how quickly UK readers are embracing Kindle."
According to Amazon, Kindle readers buy four times the number of books they did prior to owning a Kindle.
The Kindle retails at a cost of £89 in the UK. Amazon launched Kindle Touch, its first touch-screen e-reader in the UK in late April, aiming to tempt current and new e-book fans with an easier reading experience, along with other new features.
In recent weeks there have been rumours that Amazon is working on an expansion to its Kindle tablet line which could see as many as six new configurations introduced.
A report from Reuters cited executives with retail chain Staples claiming that the company was planning to add new models to the Kindle and Kindle Fire lines, which are currently only available in the US.
Though the company has not commented on any additional Kindle models, the report suggests that a 10in model to rival Apple's iPad would be among the new additions.
Connexin drops out of Ofcom auction due to start next week
SwiftKey users now send two billion emoji every week
Recruitment plans are 'most ambitious ever', claims Openreach HR director Kevin Brady
Samsung's under-the-hood improvements separate the S9 from the pack when it comes to the display