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December 02, 2013 AT 7:02 AM
Shares of online retailer Amazon are up more than 1% in pre-market trading with the crucial holiday shopping season kicking off. Today marks Cyber Monday, the digital equivalent of Black Friday, where shoppers scour the Web for deals from businesses like Amazon. The company is using the retail event to push sales of its Kindle tablets, as it battles a crowded landscape headlined by Apple's iPad and a host of devices running on Google's Android operating system. Last Cyber Monday, Amazon set a one-day record for Kindle sales worldwide.