NEW YORK - Amazon.com Inc. shares rose on Monday after it said its customers bought more e-books than physical books for the first time ever on Christmas Day, thanks to its hot-selling Kindle electronic book reader.
The U.S.-based Internet retailer said over the weekend its Kindle reader had become the most-purchased gift in the company's history.
While Amazon does not disclose specific sales data for the Kindle, it is believed to be the market leader among growing competition from devices sold by Sony Corp and Barnes & Noble.
With electronic readers one of the hottest selling items over the holidays this year, the Kindle also gained ground as both Barnes & Noble and Sony were unable to keep up with demand. The two companies both sold out of their stock of holiday readers more than a month before Christmas.
The Kindle Store now includes more than 390,000 books, Amazon said. The company also provided details on its holiday season sales, saying that December 14 was its peak shopping day with more than 9.5 million items ordered worldwide.
Best-selling items over the holiday season other than the Kindle included Apple's iPod Touch, Nintendo's Wii Fit Plus with balance board, Sarah Palin's book "Going Rogue" and men's Levi's 501 jeans.
Shares of Seattle-based Amazon were up 0.5 percent at $139.20 in trading before the opening bell.
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