While the Apple Inc. (AAPL) iPad continues to dominate the global tablet market, there are regions where the competition, including Amazon.com (AMZN), is picking up the pace.

Chitika Insights recently took a closer look at the development of the U.K. tablet market since April 2014, and you may be surprised to find that Amazon has made the biggest push toward the top, thanks to its Kindle Fire tablet.

Amazon Pushing into Second Place?

Catching Apple at the top of the market is a farfetched goal, as iPad users generated a large portion of U.K. tablet web traffic during the third quarter. And by large, we mean gargantuan. Cupertino grabbed onto 74.8% of traffic, which was a slight dip from 75.3% in April.

In second place, Samsung is holding steady at 8.8%, which is a down from 9.1% four months ago.

And then there is Amazon, pushing from 5.3% in April to 7.7% in August 2014, signifying the biggest increase of any vendor. Not only is this a big gain, but it pushes Jeff Bezos and company closer to the second-place position in the U.K., which would be a huge victory for a company that wants to become a bigger player in the tablet arena.

It will be interesting to see if Amazon is able to keep its momentum through the fourth quarter of 2014, especially with Chitika sharing this insight regarding the company’s gain:

“This is likely at least partially due to a series of UK-specific discounts on the device family rolled out throughout the late spring and summer.”

Apple will continue to dominate the tablet market, both in the UK as well as other regions, until another company takes the bull by the horns. While some continue to wait on Samsung to make a run at the top, it is AMZN that is making the most noise as of late.

As of this writing, Chris Bibey did not hold a position in any of the aforementioned securities.