Has Amazon finally hit on the right formula with its second version of the Kindle e-book reader? According to TechCrunch, the company has already sold 300,000 of the devices (in less than two months) and expects to pump out 500,000 more before the end of the year. (Some analysts have even higher hopes for the device, with sales projections topping 1 million units.) Either way you cut it, that’s a huge win for Amazon.

To put those numbers in perspective, the company sold roughly 400,000 units of the original Kindle reader in its entire existence, which spanned nearly a year and a half. To say that Kindle 2 is selling at twice the rate of the original Kindle is a dramatic understatement. Based on those figures, the Kindle 2 is currently selling nearly ten times faster than Kindle 1.

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