If you’re familiar with Amazon’s press releases, you know how much Bezos and Company like to toot their own horn. So does Apple, come to think about it…

In fact, press releases from Apple and Amazon read like the lyrics to a hip hop song… each brand taking turns to flaunt all their bling, the money they’ve made and the devices they’ve moved. Well, now that the dust has settled on Black Friday and Cyber Monday, they have some pretty impressive new data to brag about…

As Amazon continues to muscle its way into the device market, team Amazon wants to substantiate its claim as an integrated device+media giant, just like Apple. According to the latest press release, they’re well on their way:

Milestones for Kindle sales this holiday shopping weekend include:

• Cyber Monday 2012 was the biggest day ever for Kindle sales worldwide.
• The top 4 spots on the worldwide Amazon best sellers list since launch nearly three months ago are Kindle e-readers and Kindle Fires.
• To celebrate Cyber Monday, Amazon.com offered a special deal—just $129 for the Kindle Fire. Customers flocked to the deal, making this the biggest Cyber Monday deal ever for Amazon.com.
• Kindle Fire HD is the most gifted and most wished for product on Amazon worldwide since launch.
• 9 out of the top 10 best-selling products on Amazon worldwide since 9/6 are Kindles, Kindle accessories and digital content.

Amazon has been the 800lb gorilla of eCom for year, it dominates ebook sales, but it knows that it’s got to control a stake in the devices market to continue growing. Just like Apple is an iTunes delivery device, the Kindle is designed to maximize content consumption.

That’s the entire purpose of the Kindle Fire HD — to be a one stop delivery device for the Amazon experience.

Just like I wrote about on Monday, Apple’s fully integrated experience has proven to be the winning model… as opposed to Android’s fragmented model. Amazon is in a very unique position to offer a similarly seamless experience with Kindle.

Will Amazon ever catch Apple? Probably not… but it can take a lot of market share away from the competition.