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Overall, sales were up 36% and totaled $12.95 billion. For the entire year, sales were up to $34.20 billion, a 40% increase from 2009.
Founder and CEO Jeff Bezos said in a release, “Thanks to our customers, we achieved two big milestones. We had our first $10 billion quarter, and after selling millions of third-generation Kindles with the new Pearl e-ink display during the quarter, Kindle books have now overtaken paperback books as the most popular format on Amazon.com."
Since the beginning of this year, Amazon has sold 115 Kindle books for every 100 paperback books sold, and the company has sold three times as many Kindle books as hardcover books.