DigiTimes is reporting that Amazon.com has increased its production of Kindle Fire from 4 million units to 5 million units. This follows an earlier increase from 3.5 to 4. Although the thing has yet to ship and Amazon never says much about sales numbers, I think you can safely read into this that the Kindle Fire is selling well and Amazon doesn’t want to run out. Holiday season is upon us, obviously, and this is when Amazon makes its money. As we’ve discussed in the past, the company doesn’t stand to make much off the Fire itself, might even lose a little, but it’s a shopping cart through which customers can buy a lot more high margin items.