Kindle Fire now accounts for over 50 percent of the Android tablet market, according to new research.
Five months after its release, it is also the top-selling item on Amazon.com, the company that makes the device.
Research by comScore said that the Fire took 54.4 percent of the market share of Android tablets sold in February.
This number is an increase from a 41.8 percent of the market share it had in January, reported Reuters.
In the last several months the Kindle Fire was the only other tablet to gain market share, indicating that it is encroaching on the sales of its competitors, said Bloomberg.
Amazon's expansion into the tablet market is seen by analysts as a strategy to tap into the digital content market.
The website is investing heavily in its cloud computing and online movies and music businesses.
"The good news is we have a lot of opportunity to invest and invent on behalf of customers," said Amazon chief financial officer Tom Szkutak.
"That's what we're doing. It is impacting our bottom line results."
According to the Los Angeles Times, the Apple iPad remains the dominant tablet computer with 55 percent of the entire tablet market - Android accounting for about 45 percent.
Despite Kindle Fire's success, the company's net income declined recently due to investments in new technology.