Trending: Why Amazon is suddenly going on the offensive amid a growing techlash has already sold millions of Kindles this holiday season, but it’s still hoping to get more of them under the tree this weekend.

Today the company said that people who order its Kindle e-readers or Kindle Fire tablet by 8 p.m. Pacific time Wednesday night will get them in time for Christmas, with free two-day shipping to any continental U.S. address.

The Seattle company is competing for purchases vs. Apple’s iPad and Barnes & Noble’s Nook lineup. It’s the first holiday for the $199 Kindle Fire, and Amazon says the tablet remains the No. 1 best-selling item on, now for 12 weeks running.

Complaints have risen about some features of the $199 Kindle Fire, including sluggish touch screen and troubles connecting to Wi-Fi networks. Amazon has promised a software update to address some of the complaints from early users.

Despite the problems, the Kindle Fire’s price continues to give it a boost. Goldman Sachs said last week that it expects Amazon to sell more than six million Kindle Fires this year.

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