Amazon sent out a surprise today – a release saying that their Kindle Fire tablets are selling at a rate of over 1 million per week.

That’s lots of Kindle Fires. But that’s not really the surprising news. The surprise is that Amazon admitted to a number at all. Usually Amazon is quite modest about giving out any such information. According to the release, this is the third week in a row that over a Kindle-Firemillion were purchased. They also stated that “The Kindle Fire remains the #1 bestselling, most gifted, and most wished for product across the millions of items available on Amazon.com since its introduction 11 weeks ago.”

The Kindle Fire has come under some… um, ‘fire’… recently. Just a few days ago we reported here about grumblings from users on the Kindle Fire’s user reviews section. Critics have also provided mixed reviews on the Fire.

Amazon is responding to some of the concerns with a new software update for the Kindle Fire. It’s due out within the next two weeks.

Could Amazon be announcing the number of Kindle Fires being sold as a way to reassure potential buyers that people are continuing to by the Fire in large (and apparently increasing) numbers? Or perhaps a way to reassure stockholders?

The introduction of the Kindle Fire has been so skillfully managed, it would be near impossible to imagine that this announcement was made without some underlying purpose.