Please ensure Javascript is enabled for purposes of website accessibility
Free Article Join Over 1 Million Premium Members And Get More In-Depth Stock Guidance and Research

Strategy Analytics: Amazon Dominates Smart Speaker Installed Base

By Evan Niu, CFA - Oct 22, 2018 at 6:38PM

You’re reading a free article with opinions that may differ from The Motley Fool’s Premium Investing Services. Become a Motley Fool member today to get instant access to our top analyst recommendations, in-depth research, investing resources, and more. Learn More

Google has enjoyed strong quarterly sales, but Amazon is still the top dog.

It should come as no surprise that ( AMZN -1.81% ) utterly dominates the installed base of smart speakers in the U.S. The e-commerce giant was able to successfully leverage its first-mover advantage and rapidly expand its smart speaker portfolio to address a diverse range of price points, ensuring there was something for everyone. It's true that Alphabet ( GOOG -0.58% ) ( GOOGL -0.60% ) subsidiary Google has gained considerable traction recently, with Strategy Analytics saying that the Google Home Mini was the best-selling smart speaker in the second quarter.

Google may be catching up in terms of quarterly sales, but Amazon is still the top dog by far when it comes to the installed base.

New Echo Show on a kitchen counter next to wire bowl holding lemons and limes

Amazon's newest Echo Show. Image source: Amazon.

Amazon has a 63% overall share of the installed base

Strategy Analytics has just put out its most recent estimates, which are based on a survey (n = 1,011) of U.S. consumers conducted during July and August. The findings show that Amazon represents 63% of smart speakers currently in use when you aggregate all of its various Echo models. Google is carving out a piece of the market for itself, while Apple's ( AAPL -0.32% ) HomePod only appeals to buyers in the premium segment of the space. However, HomePod's position is comparable to Google Home Max, the only other device positioned in the $300-$400 range.


Installed Base Share



Echo Dot


Google Home


Google Home Mini


Echo Plus


Echo Spot


Echo Show


Echo Dot Kids Edition




Google Home Max


Data source: Strategy Analytics.

Interestingly, the data also suggests that many consumers do not feel tied to one particular platform or the other: 88% of respondents own an Amazon device while 31% report owning a Google smart speaker. Many smart-home device manufacturers support both platforms, allowing users to use either Alexa or Google Assistant interchangeably to control home automation. Both Alexa and Google Assistant also integrate with Spotify, covering that popular use case as well.

That has competitive implications. Users don't feel locked into a platform after initially buying into one, giving greater opportunities for companies to compete. Consider the fact that only 54% of respondents were planning on buying an Amazon, Google, or Apple device next, meaning that nearly half of the rest of the market is open to smart speaker devices from less prominent manufacturers like Bose or freshly public Sonos, among others. However, those manufacturers mostly just integrate Alexa and Google Assistant, inevitably still feeding users back into those platforms.

Another important takeaway from the results is that most people now own multiple speakers, with 58% of respondents saying they have two or more smart speakers in their homes. Getting devices into every room has always been the goal, and companies are making progress on that front (except for Apple, that is, as HomePod's $350 price point makes that an expensive proposition). For now, Amazon can keep its title as the king of smart speakers.

This article represents the opinion of the writer, who may disagree with the “official” recommendation position of a Motley Fool premium advisory service. We’re motley! Questioning an investing thesis – even one of our own – helps us all think critically about investing and make decisions that help us become smarter, happier, and richer.

Invest Smarter with The Motley Fool

Join Over 1 Million Premium Members Receiving…

  • New Stock Picks Each Month
  • Detailed Analysis of Companies
  • Model Portfolios
  • Live Streaming During Market Hours
  • And Much More
Get Started Now

Stocks Mentioned, Inc. Stock Quote, Inc.
$3,443.72 (-1.81%) $-63.35
Apple Inc. Stock Quote
Apple Inc.
$164.77 (-0.32%) $0.53
Alphabet Inc. Stock Quote
Alphabet Inc.
$2,821.03 (-0.60%) $-16.92
Alphabet Inc. Stock Quote
Alphabet Inc.
$2,832.36 (-0.58%) $-16.68

*Average returns of all recommendations since inception. Cost basis and return based on previous market day close.

Related Articles

Motley Fool Returns

Motley Fool Stock Advisor

Market-beating stocks from our award-winning service.

Stock Advisor Returns
S&P 500 Returns

Calculated by average return of all stock recommendations since inception of the Stock Advisor service in February of 2002. Returns as of 12/02/2021.

Discounted offers are only available to new members. Stock Advisor list price is $199 per year.

Premium Investing Services

Invest better with the Motley Fool. Get stock recommendations, portfolio guidance, and more from the Motley Fool's premium services.