Amazon tripled its single day sales record for Kindle devices on Black Friday, thanks largely to a discounted Kindle Fire tablet.
Amazon.co.uk reduced the original 7-inch Android 2.3 tablet to just £99 for the traditional pre-Christmas sale, knocking £30 off the retail price.
"The reaction has been incredible," said Jorrit Van der Meulen, Vice President, Kindle EU.
"Customers purchased more than three times as many Kindle devices on Black Friday than on any other day in its history on Amazon.co.uk, and our previous record was impressive."
The improved performance suggests the appetite among consumers for 7-inch tablets is continuing to grow.
Brits have until midnight on Monday to grab the Kindle Fire for £99 before it goes back up to £129.