Amazon has trumpeted strong sales of its Kindle devices in the UK last week, although in characteristic fashion, it’s not saying how many of them it actually shifted.

“In response to strong customer demand we included Kindle Fire in Black Friday deals week, dropping the price to just £99, and the reaction has been incredible,” says Kindle EU vice president Jorrit Van der Meulen.

“Customers purchased more than three times as many Kindle devices on Black Friday than on any other day in its history on, and our previous record was impressive.”

We don’t know what that previous record was, of course, nor do we know what the new record for Kindle device sales is, what percentage of global Kindle sales is accounted for by the UK Amazon website, or how the new sales record was split between Kindle e-readers and Kindle Fire tablets.

Apart from that, it’s a milestone worth celebrating. Perhaps. The main data we have comes from third parties, such as IDC’s estimate that Amazon shipped 2.5m Kindle Fire tablets in the third quarter of this year, giving it a 9% global market share.

The £99 price for the Kindle Fire was a startling deal, though – the first time such a high-profile tablet has gone below the £100 mark here in the UK, as Amazon prepares for a Christmas tablet slugfest with Apple’s iPad mini and Google’s Nexus 7.