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iPod Is the Hottest Holiday Gift, Poll Says

As a result, shares of Amazon ended the week up 24.3% to $118.49.

Even though other retailers -- most notably Barnes & Noble (BKS)- have rolled out e-readers, based on the company's outlook for the fourth quarter, it appears that Amazon will win with Kindle.

Nintendo's Wii placed fourth at a time when video game sales and hardware have been struggling. On Monday, the NPD Group, a market research firm, said video game sales inched up 1% in September, but were still well below analysts' expectations.

And sales of hardware tumbled 6% to $472.3 million. For the first time since its launch three years ago, Sony's (SNE) PlayStation 3 was the category winner, selling more units than the Wii and Microsoft's (MSFT)Xbox 360.

Unsurprisingly, Tiffany's (TIF) new Keys Collection came in last, garnering just 4.6% of the vote. Jewelry sales are expected to struggle this holiday season.

According to the National Retail Federation, holiday sales made up 25.5% of jewelry stores' annual sales in 2008. Thus, retailers like Tiffany have even more at stake.

Shares of the company slipped 1% to end the week at $41.45.

-- Reported by Jeanine Poggi in New York

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