CUPERTINO, Calif. (

TheStreet

) --

Apple's

(AAPL) - Get Report

iPad

is ramping up the pressure on

Amazon's

(AMZN) - Get Report

Kindle, according to new research.

The Kindle, which debuted in 2007 and still holds the No. 1 market share position, has largely redefined the sector. But Apple's iPad, with its graphics-laden touchscreen and deals with glossy magazines, is clawing share from the Amazon device. A new report from

ChangeWave

said that Apple grew its market share from 16% to 32% between August and November. Amazon's share, in contrast, slipped from 62% to 47% over the same period.

The survey of 2,800 consumers also reported that

Sony's

(SNE) - Get Report

Reader and

Barnes & Noble's

(BKS) - Get Report

Nook have 5% and 4% of the market, respectively.

ChangeWave's figures came out just a few months after Amazon reassured investors that it is

coping well with the iPad threat

, lauding record sales for the latest versions of its e-reader. Amazon, which recently increased the

royalties it pays to newspaper and magazine publishers

that offer content on the Kindle, has also

cut its e-reader prices

.

The survey also showed that while some 42% of respondents said they were planning to buy an iPad during the holiday season, 33% of people said that they were likely to purchase a Kindle.

The numbers highlight the iPad's growing momentum, which has been boosted by

strong Black Friday sales.

Analyst firm Piper Jaffray predicted that

iPad sales could reach 21 million in 2011

, surpassing sales of the Mac. Morgan Stanley also recently reported that Apple is

increasing its iPad production.

Apple shares were rising $1.95 to $318.29 in morning trading Thursday, while Amazon's were losing about 50 cents at $176.04.

--Written by James Rogers in New York.

>To follow the writer on Twitter, go to

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