The pandemonium of Black Friday has now subsided, leaving Amazon with nothing but a big grin and stellar sales. According to the retailer, the Kindle Fire dominated this year’s one-day extravaganza, standing proud as the top-selling product across all of Amazon.com and the best-selling tablet at Target. Amazon also claims to have sold four times as many Kindle products as it did during last year’s post-Thanksgiving rush, though it didn’t divulge any precise figures — Cyber Monday, after all, is far from over.

“Even before the busy holiday shopping weekend, we’d already sold millions of the new Kindle family and Kindle Fire was the bestselling product across all of Amazon.com. Black Friday was the best ever for the Kindle family – customers purchased 4X as many Kindle devices as they did last Black Friday – and last year was a great year,” said Dave Limp, Vice President, Amazon Kindle. “In addition, we’re seeing a lot of customers buying multiple Kindles – one for themselves and others as gifts – we expect this trend to continue on Cyber Monday and through the holiday shopping season.”

“This was a great Black Friday for Target and for Kindle Fire, which was the bestselling tablet in our stores on Black Friday,” said Nik Nayar, vice president merchandising, Target. “We’re excited so many guests chose Target as their destination for the new family of Kindle devices and we’re sure Kindle Fire will continue to be at the top of wish lists this holiday season.”

“We knew Kindle Fire and the new E Ink Kindles would be highly desirable gifts this holiday season,” said Wendy Fritz, senior vice president of Computing, Tablets and e-Readers at Best Buy. “If this Black Friday was any indication, they are only getting hotter as we get into the shopping season.”