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Conflicting reports can’t decide if Google is or isn’t the top smart speaker vendor
July 13, 2025
Prestigious analytics firm Canalys just postedits report on smart speaker shipmentsfor the second quarter of 2018. While shipments of a product andsalesof the product are two different things, shipment numbers can give us a good idea of how market share is divvied up between companies.
According to Canalys,Googleis now the clear king of the smart speaker market with a 32.3 percent market share from 5.4 million shipments ofGoogle Homehardware. This represents a whopping 449 percent growth from this time last year.
The same report showsAmazonin second place globally with 24.5 percent market share based on 4.1 millionEcho productsshipped. This time last year, according to Canalys, Amazon had a whopping 82.3 percent market share — which makes this year’s numbers a considerable drop.
With all that in mind, it seems pretty clear that Google is now the top vendor in the smart speaker market and Amazon is eating its dust.
However, not all is what it seems, as another prestigious analytics firm —Strategy Analytics— has some numbers that contradict Canalys’ findings.
According to Strategy Analytics, Amazon is still top dog with 41 percent of the market in Q2 2018 while Google languishes in second place with only 28 percent of the market.
These wildly different numbers reflect a similar disparity thatthe two organizations reported in Q1 2018. With such conflicting information, it’s hard to know which company really is in the lead.
However, both reports do agree on two major points. The first is that Google is gaining market share at a rapid pace while Amazon is steadily losing ground. Whether or not Google truly is the number one vendor right now is in dispute, but it’s pretty clear from both reports that Google is growing while Amazon is shrinking.
The other major point the companies agree on is that both Amazon and Google are losing considerable market share to China. Just look at the graph below (from Canalys) which shows how China is gobbling away at the two companies’ piece of the pie:
What do you think? Is Amazon still in the lead or is Google now top dog? Let us know in the comments!
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