UPDATE 3-Amazon beats Q1 sales, profit estimates, shares up

* Q1 EPS 41 cents vs Street's 31 cents

* Sees Q2 revenue $4.3 bln-$4.75 bln

* Sees Q2 operating income $110 mln-$190 mln

* Shares up over 2 percent in extended trade (Adds comments, details on Kindle, valuation comparisons)

By Alexandria Sage

SAN FRANCISCO, April 23 (Reuters) - Amazon.com (AMZN.O: Cotización) on Thursday beat Wall Street expectations for quarterly earnings and revenue as lowered prices lured more shoppers online and sales of its Kindle electronic reader gained momentum.

Shares in the global online retailer, which sells everything from car parts to comic books, rose 2.3 percent in after-hours trade despite a weak second-quarter profit view.

The company increased revenue an unexpectedly strong 18 percent as cash-strapped consumers went shopping online and Amazon's own discount shipping program spurred purchases.

"Sentiment is so positive on Amazon, for the stock to decline it would have had to miss numbers entirely," said BWS Financial's Hamed Khorsand. "You have this aura of positive sentiment around the stock. That will keep the stock afloat."