As confirmed by the company recently, Amazon's Kindle electronic reader has emerged as the most gifted item ever in firm's history. Amazon has shared that on Christmas Day, users purchased more books via the Kindle than they bought physical books, which is the first time ever.

"We are grateful to our customers for making Kindle the most gifted item ever in our history. On behalf of Amazon. com employees around the world, we wish everyone happy holidays and happy reading", said Jeff Bezos, founder and CEO of Amazon. com.

On December 14, which was the company's peak day, customers purchased a total of 9.5 million products across the globe, which comes to 110 items per second.

During the Holiday season, the company shipped to a total of 178 countries, and the "last minute" award was bagged by an "Amazon Prime customer in Seattle" who bought a Kindle on Christmas Eve.

While the Kindle and 8GB Apple iPod Touch were the most purchased electronics items, Wii Fit Plus and Call of Duty: Modern Warfare 2 were most purchased gaming items. Other items selling like hot cakes were mobile devices and software.