Online retailer Amazon appeared to be banking a great deal on Black Friday, offering various promotions to entice consumers. Its strongest sales, however, came from a device that was not discounted, but boasts a comparatively low price for its category – the Kindle Fire. The tablet topped Amazon and Target's online sales charts, while sales from other Kindle e-readers were four times those reported in 2010.

According to the Wall Street Journal, this is extremely important to Amazon, and the company's leaders, such as Kindle executive Dave Limp, expect the Kindle family to keep up these sales.

"[We're] seeing a lot of customers buying multiple Kindles – one for themselves and others as gifts," Limp told the news source. "We expect this trend to continue on Cyber Monday and through the holiday shopping season."

Pre-market stock trading on the morning of Cyber Monday, November 28, placed Amazon's shares at $189.50 each, a 3.9 percent increase.

The Kindle Fire is considered one of the few devices to rival Apple's iPad on the tablet computer and tablet accessories market. Its $199 price makes the $249 Barnes & Noble Nook Tablet its only direct competitor in terms of affordability.

The Los Angeles Times reports that the Kindle Fire and Nook Tablet have considerably fewer features and inferior hardware by comparison to the iPad, making low prices their chief advantage.