Strategy Analytics: Prime Day and Alexa Catapult Amazon to #2 Tablet Spot Globally

Strategy Analytics: Prime Day and Alexa Catapult Amazon to #2 Tablet Spot Globally

Strategy Analytics: Prime Day and Alexa Catapult Amazon to #2 Tablet Spot Globally

On the back its strong ecosystem, low retail prices, an updated product portfolio, and a stunning Prime Day in July, Strategy Analytics reports Amazon tablet shipments were up 141% year-on-year to reach a 14% market share and become the second largest tablet vendor globally in Q3 2019. The global tablet market continued to consolidate and shrunk 4% year-on-year in Q3 2019 at 38.2 million units shipped, begging the question, can other vendors replicate the success of Amazon’s services and ecosystem strategy?

The full report from Strategy Analytics’ Connected Computing Devices (CCD) service, Preliminary Global Tablet Shipments and Market Share: Q3 2019 Results can be found here:

Apple is trying to reinvent the iPad to become a productivity device by adding keyboard support to most models and embedded SIM (eSIM) to all cellular models. The company is still intensely focused on building services around its large installed base, including the newly launched Apple TV+ streaming service. Samsung is similarly balancing its portfolio with high-end Windows and Android Detachables and a strong offering of mid-range Android slates but Samsung is more interested in higher profits rather than an expanding installed base.

Eric Smith, Director – Connected Computing said, “Apple released a slightly larger seventh generation iPad with keyboard support in Q3 2019 for the same price as the previous model, helping drive shipments 4% higher year-on-year. Larger revenue gains for the company hint at a strong mix of iPad Pros compared to the previous year, as Apple wholesale ASPs (average selling prices) rose by 9%.”

Chirag Upadhyay, Senior Research Analyst added, “Huawei shipment volumes fell 18% as the US-China trade war restricts its ability to compete outside of the domestic Chinese market. Its key issue is its inability to launch new Android models outside of China as Western consumers rely heavily on Google Mobile Services. Lenovo capitalised on Huawei’s softness in Europe, as shipments grew 8% year-on-year. Amazon has also been performing better in Europe since Huawei was added to the U.S. Commerce Department’s Entity List in May 2019. We believe that Huawei’s brand can sustain an abbreviated trade war, but a slow resolution to the trade war could hurt its relationships with consumers, distributors, and carriers alike.”

Exhibit 1: Amazon and Lenovo grew in Europe as Huawei redoubled efforts in China1

Global Tablet Shipments by Vendor
(Preliminary Results, Millions of Units)
VendorQ3 ’19Q3 ’18Growth Y/Y 
Global Tablet Market Share by Vendor
(Preliminary Results, % of Total Shipments)
VendorQ3 ’19Q3 ’18 
Global Tablet Shipments by Operating System
(Preliminary Results, Millions of Units)
VendorQ3 ’19Q3 ’18Growth Y/Y
Global Tablet Market Share by Operating System
(Preliminary Results, % of Total Shipments)
VendorQ3 ’19Q3 ’18
Source: Strategy Analytics’ Connected Computing Devices service

1 All figures are rounded

About Strategy Analytics
Strategy Analytics, Inc. is a global leader in supporting companies across their planning lifecycle through a range of customized market research solutions. Our multi-discipline capabilities include: industry research advisory services, customer insights, user experience design and innovation expertise, mobile consumer on-device tracking and business-to-business consulting competencies. With domain expertise in: smart devices, connected cars, intelligent home, service providers, IoT, strategic components and media, Strategy Analytics can develop a solution to meet your specific planning need. For more information, visit us at

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