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Smart Speakers: Google’s Giving Amazon Sleepless Nights

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Google is cutting Amazon’s lead

Alphabet’s (GOOGL) Google is eating into Amazon’s (AMZN) share of the smart speaker market, according to a new report. Amazon made an early entrance into the smart speaker business, allowing it to capture the lion’s share of the global smart speaker market at a time when its competitors were still trying to figure out how to venture into the business of building speakers capable of taking and acting on voice instruction.

But Amazon is now under pressure to defend its large share of the smart speaker market, and it turns out Google is a major contributor of that pressure.

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Google more than doubled its market share

According to Strategy Analytics, 9.2 million smart speakers were shipped globally in the first quarter, representing an increase of 278% year-over-year. Google shipped 2.4 million smart speakers in the quarter, equivalent to a 26.5% share of the global market. Google’s share of the global smart speaker market is estimated to be 12.4%.

While Google’s share of the global smart speaker market more than doubled in a year, Amazon’s share of the market almost halved over the same period. Amazon shipped 4.0 million smart speakers in the first quarter to end up with 43.6% of the global smart speaker market under its control. Just a year earlier, it had an 81.8% share of the same market.

Google has other competitors to keep an eye on

Amazon isn’t the only competitor Google has to keep an eye on. Apple, Alibaba (BABA), and Xiaomi are also gaining market share in the smart speaker space.

There are also other smaller vendors such as JD.com (JD) and Microsoft (MSFT), whose combined share of the smart speaker market jumped to 13.9% in the first quarter from 5.8% a year earlier.

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