Amazon’s Kindle Fire owns 22 percent of the US tablet market, the online retail giant announced Thursday. The figure comes as Amazon preps to likely announce a new tablet next week, along with girding to take-on Google’s $199 Nexus 7 device.

According to Amazon, “in just nine months, Kindle Fire has captured 22 percent of sales in the US,” PaidContent reports. Accustomed to being fed amorphous Kindle marketing stats like “a lot” and “most in our history,” the concreteness of the announcement was surprising. However, after the initial shock, there began questions, like 22 percent of what?

Amazon would prefer its 22 percent sales figure be judged against U.S. sales, which puts it in third place behind Apple with 55 percent and Android with 35 percent, according to Fortune. But what about internationally? Like the wizard from “The Wizard of Oz,” who implores Dorothy not to look behind the curtain, Amazon would like it if you didn’t ask such pesky questions.

While Amazon Kindle Fire’s domestic sales land it in a respectable third-place, Kindle Fire’s global shipments are in the single digits: 4.2 percent, according to IHS iSuppli. The iPad (both the iPad 2 and iPad 3) owned 70 percent of global shipments during the second-quarter of this year.

Even more less-than-spectacular Kindle Fire numbers turned up during the recent Apple-Samsung legal battle. There, it was estimated Amazon sold 6.1 million Kindle Fires in the US over a nine month period. Analyst had earlier predicted Amazon would sell 6 million Kindle Fires in a single three-month quarter.

All of which means Amazon next week not only has to deliver a tablet that stay in the same ballpark as the iPad feature-wise, but must also remain inexpensive enough to prevent Google’s $199 tablet from snuffing out the Fire.

What do you think? What features must Amazon’s new Kindle Fire introduce next week to keep the tablet competitive?

  • Xew

    Sure Amazon. Why don’t you tell us how many tablets you actually sold? You ran out of stock you say? That just means you stopped production. repackaged PR pushed as news.

    Amazon is one of the most secretive companies around these days, they don’t disclose anything.

    • No more Obama

      ill stick with my ipad

  • chjode

    22% Sure thing, Bezos. Prove it.

    As far as I know, Apple is the only company who shares actual sales (most other companies simply report shipments to resellers). And the usage numbers show huge discrepancies leading to the conclusion that either large numbers of those Android/BB tablets shipped to resellers are left unsold, or people buy them and never use them.

  • JerseyD

    Anyone else notice Amazon is currently SOLD OUT of kindle fires?

    • Xew

      The only way you sell out of your number one item is if you stop production.

  • Gorgonphone

    kindle fiere is a noce cheap low end tablet wit good form factory ad simple functionality.. the ipad mini will kill it though

  • Is that the tablet market or the CRAPblet market?

  • Should we call out Amazon for being full of shit? Absolutely. The company has never shared one bit of factual data about its sales and they want us to believe they own 22% of the market? Of what market?

    • No more Obama

      classy as always

    • Love it how you get straight to the point.

  • abujafer

    The Kindle Fire didn’t do as well worldwide because, well, put simply, Amazon isn’t doing as well worldwide. The whole appeal of the Fire (besides price) is the Amazon ecosystem, and outside of the US that’s nowhere near as developed as in the US. I’ll say this though; don’t expect the iPad to ever reach anywhere near the percentages it held just a few months ago ever again (in the US at least).