Amazon stood at the top of the smart speaker market in Q3

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Amazon is the undisputed leader in the global smart speaker market with 10.4 million shipments during the July-September period. Data gathered by Strategy Analytics shows Google came in second place with 8.1 million shipments for the period while Baidu is third with 5.4 million.

Amazon stood at the top of the smart speaker market in Q3

Alibaba managed a respectable 4.3 million shipments while Apple was the fastest grower, increasing its shipments by 92% compared to 2020 and reaching 4 million units. Xiaomi rounds out the top-six ranking with 2 million smart speaker shipments. A total of 39.3 million smart speakers were shipped through three quarters in 2021 which is a 10% increase compared to 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%
Google 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%

Amazon holds over a quarter of the market with its 26.4% share while Google is now standing at 20.5% which is up from 19.1% in Q3 2020. Baidu is the third leading brand by market share with 13.6%, Alibaba (10.8%), Apple (10.2%) and Xiaomi (5.1%) are next in line. Strategy Analytics named Google’s Nest Mini the best-selling smart speaker of 2021. Apple’s HomePod Mini and Amazon’s fourth-generation Echo Dot are the other top sellers.

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