Amazon Wants Everyone To Know The Kindle Fire Is Sold Out

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New Kindles are coming! New Kindles are coming! And Amazon is trying its hardest to build up hype.

The Kindle Fire was the retailer’s hottest product since its launch. The replacement is set be announced next week, but Amazon just took to the wires to announce the original Kindle Fire is sold out. OMGNOWAY!

It’s nearly guaranteed that Amazon will launch new Kindle models next week at its LA-based press conference. New ereader Kindles are expected alongside new Fire models. It should be a good showing by Amazon, but there is a lot of noise in this space now. A boat load of tablets launched at IFA the last few days and Apple is expected to release a Kindle Fire competitor in the coming weeks as well.

Amazon is clearly desperate for attention. And so, just like the, days before the announcement of the next model, Amazon is suddenly out of stock of its best selling item — and quickly issued a press release bragging as such.

SEATTLE—August 30, 2012—(NASDAQ: AMZN)—Less than one year ago, Amazon introduced Kindle Fire —combining 15 years of innovation into a single, fully-integrated, end-to-end service for customers. Kindle Fire quickly became the most successful product launch in the history of Amazon.com, earning over 10,000 5-star customer reviews, and is the #1 best-selling product across the millions of items available on Amazon since its introduction 48 weeks ago. Today, Amazon announced that Kindle Fire is sold out, and that in just nine months, Kindle Fire has captured 22% of tablet sales in the U.S.

“We’re grateful to the millions of customers who have made Kindle Fire the most successful product launch in the history of Amazon,” said Jeff Bezos, Amazon.com Founder and CEO. “This has been a big year for digital products on Amazon—all of the top 10 sellers on Amazon.com since Kindle Fire launched just less than a year ago are digital products. Kindle Fire is sold out, but we have an exciting roadmap ahead—we will continue to offer our customers the best hardware, the best prices, the best customer service, the best cross-platform interoperability, and the best content ecosystem.”

Kindle Fire offers customers a vast selection of digital content—over 22 million movies, TV shows, apps, games, books, magazines and more—in one seamless, end-to-end experience, making it easy for customers to browse, discover and purchase. Since Kindle Fire launched last September, all of the top 10 products on Amazon—across all products—are digital products.