Mobile accounted for 25% of Ulta's e-commerce revenue during Q2.
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The big news, though, is the Kindle Fire, which has the potential to make Apple sweat a bit as the market for tablet hardware rapidly grows. Amazon could persuade a few million holiday shoppers in the coming months to buy a Kindle Fire instead of an iPad. But perhaps more important in the long-term is the market for mobile digital content. If Amazon can succeed in selling multimedia content in the same way it has e-books, it could give the multimedia king the iPad a run for its money.