Amazon Fire sales are on fire

Sales of Amazon's Fire-branded products were on fire this holiday weekend. The retailer sold three times more private label devices this year than last.

The top-selling products across all of the products available on Amazon.com (NASDAQ:AMZN) this Black Friday were Amazon devices, according to the company. The top seller was Amazon Fire, followed by the Fire TV Stick.

Amazon Fire TV sales are up more than six times year over year this holiday shopping weekend.

The new Bluetooth speaker, the Amazon Echo, made a strong debut on its first Black Friday, and was the best seller among all products priced over $100. Fire tablets and Kindle e-readers also performed well, Amazon reported.

"We're excited that millions of customers will be opening new Amazon devices this holiday season. This has already been the biggest holiday shopping season for Amazon devices, and we're energized by the year over year growth for all of our product categories," said Dave Limp, senior VP, Amazon Devices. "With a sub-$50 price point for one or $250 for a six-pack, we've reached a tipping point with Fire—it is our fastest-selling tablet ever. We've already built millions—and we're ramping up production to build millions more."

This is significant for Amazon for reasons beyond the hardware sale: More devices mean more Prime members, or at the very least, will cement the loyalty of existing Prime members.

Amazon's goal is to draw shoppers into its ecosystem. Prime membership now stands at more than 44 million in the U.S. and some global estimates put that number closer to 60 million. Prime members are more loyal, spend more and shop more frequently. 

More than half, 51 percent of all shoppers, said they planned to shop Amazon over the holiday weekend.

Roughly 36 percent of online buyers on Cyber Monday belong to a shipping club, up from 28 percent last year, according to Bizrate Insights. And 67 percent of shipping club members this Cyber Monday report heavier shopping at the retailer for which they are a member, compared to 60 percent last year. Amazon is the leading shipping club and stands to win the most from this trend, Bizrate noted.

All these trends played out over Thanksgiving weekend.

For more:
-See the Amazon announcement
-Read this Business Insider story

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