Apple TV is currently ranked in the number 12 position on Amazon's best-selling gadget list. What makes this so interesting is that Apple TV wasn't even listed at all until now, despite its sales numbers. When that was discovered and began to be questioned on several prominent online sites, the Apple TV magically showed up. (Amazon has yet to respond to questions on why Apple TV was originally excluded from their list.)
Also an interesting bit is that the competing Roku XDS and Boxee Box are also on the list, though below Apple TV's position.