Amazon’s happy holidays: 9x growth in Echo family device sales
Echo Dot was the top-selling item on Amazon.com with "millions sold worldwide." Mobile shopping up slightly over last year.
Amazon had itself a merry
little huge Christmas this year, especially when it comes to sales of its own family of Echo devices. Echo Dot, the newer and smaller version of the Echo, was the top-selling item on Amazon.com this holiday season. That was likely spurred by Dot’s lower price, not to mention aggressive discounting from Amazon — including a “buy five, get one free” deal.
Overall, the company is reporting its best-ever holiday season with a 9x surge in sales of the Echo device family compared to a year ago:
Customers purchased and gifted a record-setting number of devices from the Amazon Echo family with sales up over 9x compared to last year’s holiday season and millions of Alexa devices sold worldwide this year.
As always, you have to do a bit of parsing of the exact wording that Amazon uses when it shares data like this. There’s never been an official, Amazon-supplied baseline sales figure for the company’s own devices. Amazon has been saying “millions” sold for some time now, but that’s really vague. In its 2015 holiday sales announcement, Amazon said its devices saw a 2x sales gain over the previous year. So, even without exact numbers, a jump from 2x growth to 9x growth remains impressive. In November, Consumer Intelligence Research Partners (CIRP) estimated that Amazon has sold 5.1 million Echo devices in the US.
Sales were so strong that Amazon sold out its flagship device, the Echo, about a week before Christmas. That’s both a blessing and a curse for the company — it reflects Echo’s popularity, but likely also opened a door for some consumers to try competitors like Google Home. (A Google spokesperson declined to provide us with any holiday sales figures for Home today.)