Anilrgowda

Nintendo Co.'s Wii is outselling Sony Corp.'s Playstation 3 and Microsoft's Xbox 360 on auction site Ebay, according to the company's latest research sales data.

Under the Tech Gadgets category, Wii ranks as the No. 1 seller at 38,074 units sold. The innovative new console, which retails for $249, is sold to Ebay customers at an average selling price of $458.42.

Meanwhile, the PS3 ranks as the No. 2 selling product in the category at 34,564 sold. The Blu-ray equipped device however carries a higher selling premium at $1,498.56.

The Xbox 360 Premium console ranks at No. 3 at 4,116 units sold. The next-gen console, which debuted in Nov. 2005, sells at an average of $440.36.

The video game console makers are at war in next arms race to sell hot new devices to tech savvy buyers. Nintendo is reaching for the every gamer with Wii at a mass market price and friendlier control input, while Sony and Microsoft aim to lure technophiles to its high-definition machines.

Nintendo aims to sell 4 million Wii units compared to Sony's 2 million target for PS3. Microsoft expects to sell more than 10 million Xbox 360s by the end of the calender year.