It’s progress, at least: Amazon (AMZN) had much longer outages, multiple times, when it rolled out the first Kindle in 2007.

Amazon doesn’t say a peep about things like actual sales numbers, so no idea how many of these things it sold in the first few days. I would guess, though, that the company didn’t expect gangbusters sales of the device, for a couple of reasons:

• Newspaper and magazine readers are one of the major target markets for the gadgets. And publishers, including the New York Times (NYT) and the Washington Post (WPO) are supposed to offer discounts on the machine for (some) digital subscribers. But unless I missed it, no one has actually rolled out any discount programs yet.
• The really big market for the DX will be college students, but it’s going to be quite some time until you see many of these on campus. There’s not much point to buying a DX for school until you can get your textbooks on it, and that won’t happen until schools (and, crucially, faculty) buy in. But Amazon is conducting a test with just six colleges, and a few hundred students, this fall.

One bit of good news for folks who absolutely have to have a DX in the near future: There should be a few more in stock in the next couple weeks, when folks like me who got a review copy for 10 days need to return them.

But according to McAdams Wright Ragen analyst Tim Bueneman, who’s actually, you know, spoken with some Amazon (AMZN) officials, the device might not be selling as well as Mahaney claims. “[Amazon] told us that the Kindle is definitely selling very well, but they also said the analysts and reporters giving out these extremely high estimates ‘did not run them by company,’” Bueneman wrote in a research note to clients that also confirmed that there are “several new, improved versions of the Kindle in the works.”

“Extremely high estimates?” Sounds like Amazon’s trying to temper expectations, doesn’t it? And, perhaps, to live up to them at the same time. The retailer announced a new promotion today that will knock $100 off the Kindle’s $359 price until Sept. 8. That ought to boost the device’s sales numbers, whatever they are.