KINDLE DEVICE UNIT SALES ACCELERATE EACH MONTH IN SECONDQUARTER;NEW $189 PRICE RESULTS IN TIPPING POINT FOR GROWTH
Amazon.com now selling more Kindle books than hardcover books
SEATTLE—July 19, 2010—(NASDAQ: AMZN)—Millions of people are alreadyreading on Kindles and Kindle is the #1 bestselling item on Amazon.com for two yearsrunning. It’s also the most-wished-for, most-gifted, and has the most 5-star reviews of any product on Amazon.com. Today, Amazon.com announced that Kindle device unitsales accelerated each month in the second quarter—both on a sequential month-over-month basis and on a year-over-year basis.“We’ve reached a tipping point with the new price of Kindle—the growth rate of Kindledevice unit sales has tripled since we lowered the price from $259 to $189,” said Jeff Bezos, Founder and CEO of Amazon.com. “In addition, even while our hardcover salescontinue to grow, the Kindle format has now overtaken the hardcover format.Amazon.com customers now purchase more Kindle books than hardcover books— astonishing when you consider that we’ve been selling hardcover books for 15 years, andKindle books for 33 months.”Kindle offers the largest selection of the most popular books people want to read. TheU.S. Kindle Store now has more than 630,000 books, including New Releases and 106 of 110
New York Times
Best Sellers. Over 510,000 of these books are $9.99 or less,including 75
New York Times
Best Sellers. Over 1.8 million free, out-of-copyright, pre-1923 books are also available to read on Kindle.Recent milestones for Kindle books include:
Over the past three months, for every 100 hardcover books Amazon.com has sold,it has sold 143 Kindle books. Over the past month, for every 100 hardcover books Amazon.com has sold, it has sold 180 Kindle books. This is acrossAmazon.com’s entire U.S. book business and includes sales of hardcover bookswhere there is no Kindle edition. Free Kindle books are excluded and if includedwould make the number even higher.
Amazon sold more than 3x as many Kindle books in the first half of 2010 as inthe first half of 2009.
The Association of American Publishers’ latest data reports that e-book salesgrew 163 percent in the month of May and 207 percent year-to-date throughMay. Kindle book sales in May and year-to-date through May exceeded thosegrowth rates.