The Google Nexus 7 is the best-selling Android tablet ever, according to the Carphone Warehouse.
The company said that the seven-inch Asus-designed device was by some distance the best-selling (non-iPad) device.
While it still lags behind Apple's hugely successful tablet by millions of units, it does demonstrate that other devices can succeed with the right mixture of software and an affordable price.
The Nexus 7 is just £159 for an 8GB version, while the recently announced Amazon Kindle Fire HD, Nook HD and other Android-based tablets are also offered for a similar price.
Exact figures on Nexus 7 sales have not been made available, but Carphone Warehouse cited "massive" desmand.
Graham Stapleton, Chief Commercial Officer at Carphone Warehouse, told the Daily Telegraph that it was good to see the tablet market diversify.
"It's impressive that this product is our biggest selling Android tablet, and it will be really interesting to see if other manufacturers will follow suit with smaller tablets over the coming months to spice up the Christmas period," he said.
However while the Nexus 7 currently enjoys the lead among seven-inch devices, it may not have lond to enjoy the title.
Apple is widely expected to unveil its own seven-inch device as soon as next week. Known unofficially as the iPad Mini, the device would be anticipated to sell millions of units in its first week of sale if priced to match the Nexus 7 and Kindle Fire HD.