Kindle owners spend way more than non-Kindle owners on Amazon

We’ve known for a while now that Amazon breaks even on Kindle Fire HD sales, which means the company begins to turn a profit the second someone boots up a Kindle and buys an item from its ecosystem of apps, music, movies and more. A new report from Consumer Intelligence Research Partners reveals how much more Kindle owners spend on Amazon compared to those who do not own a Kindle. The answer? Way more.

We all know that Amazon’s annual touting of its new Kindles as the best-selling Kindles ever has become laughable since the company doesn’t provide any sales figures to back up its claims. But a recent analysis of survey data by research firm Consumer Intelligence Research Partners shows that maybe, just maybe, there are other Kindle-related figures that are just as critical to Amazon, if not more so.