As reports indicated that U.S.-based shoppers have splurged tens of billions in online shopping during the busiest weeks of the holiday season, Amazon reported on Thursday that its bestselling products, both the original Kindle and Kindle Fire, sold more than one million apiece.

The gadgets attracted consumer attention mainly for their usability and affordability, with the Kindle Fire marketed by the giant online retailer for only $199, a sticker price that experts said convinced would-be tablet buyers into purchasing the Amazon device.

It goes without saying that Amazon's gains were lifted from the existing market shares of Apple's iPad and Android tablet computers, experts said.

Kindle Fire is Amazon's tablet upgrade, a clear departure from the first Kindle that mostly functions as e-reader and web browsing tool.

Despite its cheap price, Kindle Fire offers the most basic tablet functions found on competing products, which include full touch screen navigation, 3G connectivity and camera, enough features that experts said catapulted the gadget to millions of sales figures.

On its news release, Amazon declared that Kindle Fire turned out as "the number one best-selling, most gifted and most wished for product on Amazon.com since it went on sale 13 weeks ago."

"(This year is) the best holiday ever for the Kindle family as customers purchased millions of Kindle Fires and millions of Kindle e-readers," Agence France Presse (AFP) reported Amazon as saying on its official statement.

The new Kindle, Amazon said, surpassed the sales achieved by its predecessors despite being in the market for only two months over, with the older Kindle versions not too far behind, the company stressed.

Apart from the United States market, where the Amazon gadgets made considerable headways, the retail titan reported too that large shipments were recorded on many locations in Europe, as British, French and German consumers started training their attention on the stripped-down tablet computer.

Amazon's latest Kindle sales result came on top of its overall 38 percent growth for the year-over-year or $17.87 billion, a significant pie of the $35.5 billion that comScore reported was spent by U.S. shoppers from November through December this year.