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Amazon says sales of its first-party devices tripled during the first holiday shopping weekend of 2015, compared with the year before, setting new records for the company.

Following its traditional practice, the company is not disclosing specific sales figures, making it difficult for investors and analysts to accurately measure its progress. However, the company says it sold “millions” of devices, including Fire tablets, Fire TV set-top boxes, and Echo smart speakers.

Amazon says Fire TV sales increased six-fold, and Amazon tablet sales increased three-fold, boosted in part by the company’s new $49.99 Fire tablet. Amazon is using the low-price strategy in a bid to grab market share from higher-priced devices from Apple, Samsung, Microsoft and others.

The company says Amazon Echo was the top seller on Black Friday across all products on that cost $100 or more. Kindle e-reader sales continue to grow, according to the company, but on a smaller scale, with “hundreds of thousands” of Kindle devices sold over the weekend.

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