During the third quarter of this year, Amazon held a commanding lead in the sales of smart speakers
The global smart speaker market was dominated by Amazon during the July-September quarter, with 10.4 million shipments. Second place went to Google, with 8.1 million shipments, while third went to Baidu, with 5.4 million shipments.
Alibaba shipped 4.3 million units, while Apple had a 92 percent increase in shipments and shipped 4 million units in 2020. Xiaomi’s 2 million smart speaker shipments complete the top-six list. In the first three quarters of 2021, 39.3 million smart speakers were shipped, a 10% increase from 2020.
| Company | Q3 2021 Shipments (in million) |
Q3 2021 Market share |
Q3 2020 Shipments (in million) |
Q3 2020 Market share |
Yearly change |
| Amazon | 10.4 | 26.4% | 10.3 | 28.9% | 0% |
| 8.1 | 20.5% | 6.8 | 19.1% | +18% | |
| Baidu | 5.4 | 13.6% | 4.7 | 13.1% | +15% |
| Alibaba | 4.3 | 10.8% | 4.5 | 12.7% | -6% |
| Apple | 4.0 | 10.2% | 2.1 | 5.9% | +92% |
| Xiaomi | 2.0 | 5.1% | 2.1 | 5.8% | -3% |
| Others | 5.2 | 13.3% | 5.3 | 14.7% | 0% |
| Total | 39.3 | 100% | 35.8 | 100% | +9.7% |
As of Q3 2020, Amazon had a 26.4 percent share of the market, while Google had a 20.5% share, up from 19.1 percent in the previous quarter. With a market share of 13.6 percent, Baidu is the third-largest brand, followed by Alibaba (10.8%) and Apple (10.2%). Google’s Nest Mini was declared the best-selling smart speaker of 2021 by Strategy Analytics. Amazon’s fourth-generation Echo Dot and Apple’s HomePod Mini round out the top three.
