Amazon.co.uk customers are buying more Kindle books than print books, both hardback and paperbacks, according to the company.
The retail giant released the statistic to mark the second anniversary of its e-reader, the Kindle, in the UK, securing widespread national media coverage with the announcement.
Amazon.co.uk said that so far in 2012, for every 100 print books sold on the site, it has sold 114 Kindle books, excluding free Kindle books. In the UK, Kindle readers buy four times the number of books they did before owning a Kindle.
Meanwhile, over the past year, the site has seen a more than 400% increase in UK authors and publishers using the self-publishing tool Kindle Direct Publishing.
Kindle EU vice-president Jorrit Van der Meulen said: "Customers in the UK are now choosing Kindle books more often than print books, even as our print business continues to grow. We hit this milestone in the US less than four years after introducing Kindle, so to reach this landmark after just two years in the UK is remarkable and shows how quickly UK readers are embracing Kindle."