Amazon Is Crushing Google In Global Smart Speaker Shipments Reports Canalys

Yolanda Curtis
November 17, 2019

This quarter Amazon is the clear victor for smart speakers, sitting at the top with 36.6% market share overall and shipping 10.4 million units in Q3 of 2019. The analytics firm monitored smart speaker shipments during Q3 2019 and found that the market exploded by 44.9 percent compared to the same quarter past year. From Amazon, mostly, which grew its share of the market nearly 70% compared to this point in 2018.

Among the outcomes, according to Canalys, a solid Prime Day this year, along with back-to-school purchasing campaigns, aided Amazon offer 10.4 million speakers during the quarter as well as continue to retreat from the pack. Case in point, Samsung alone shipped 78.9 million phones in Q3 2019, while all the smart speaker manufacturers in the world combined shipped less than 30 million units in the same time period. And, depending on which team you're rooting for, you might be surprised or not that Google is the biggest loser in that market.

According to Canalys, "The smart display category grew 500% globally to reach 6.3 million units in Q3 2019", but Google shipment figure comes in at just 700K, well behind Amazon's 2.2 million units sold.

Canalys attributes the success of the Echo smart speakers and smart display to Amazon's aggressive marketing and pricing of its devices.

After Amazon, China-based Alibaba offered sufficient during the quarter (practically 4 million) to position it 2nd on an global basis, while one more Chinese brand name (Baidu) moved right into 3rd area to bump Google down to 4th.

"The challenging retail environment and shipment decline compelled Google to seek more partnerships such as with Spotify, to drive sales through different channels", wrote Jason Low, senior analyst at Canalys.

Possibly more interesting, considering Google has obviously placed more emphasis on smart displays this year over simple smart speakers, the company's smart display shipment numbers aren't all too impressive. Alibaba also recorded massive annual growth by 77.6%.

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