Amazon stood at the top of the smart speaker market in Q3
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.
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% |
| 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.
