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%
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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