The predicted big rise in Amazon's latest financial fortunes, which we flagged up on Wednesday, duly materialised as the online retailer announced a near-40 per cent hike in its sales.

The predicted big rise in Amazon's latest financial fortunes, which we flagged up on Wednesday, duly materialised as the online retailer announced a near-40 per cent hike in its sales.

The leading online retailer sold goods worth US$7.6billion (£4.8billion) in the June-September period, which was 39 per cent higher than the same quarter last year.

Net income was up by 16 per cent, at $231million (£147million).

But these figures still disappointed many analysts, who feel that the company's continuing high costs are weighing on its future prospects. It has opened new fulfilment centres this year to handle the tasks of worldwide parcel services and express delivery.

CNNMoney.com reported that analysts felt Amazon's predictions of its income for the last quarter of 2010 were over-optimistic, and it could even be lower than the comparable period in 2009.

Amazon is also involved in a price-war in the e-reader sector, with the no-frills version of its Kindle tablet having been reduced to $139, or less than £90. This has failed to affect the company's shares, which have risen by 23 per cent so far this year, outperforming almost every other retailer.