SA: Amazon to sell 15 million Kindle Fire tablets through 2013

By on Oct 3, 2011 at 7:00 AM
Tablets October 3, 2011

Amazon’s upcoming Kindle Fire will quickly become one of the most popular Android-powered tablets in the world according to new projections from Strategy Analytics. The firm stated last week that Amazon will sell more than 15 million Kindle Fire media tablets by the end of 2013, putting the slate on a pace that will likely surpass most or all other Android tablets considering historical sales performance. ”Our first impression of the Amazon Kindle Fire is very positive,” said Strategy Analytics analyst Peter King in a statement. “Amazon has avoided what most of the earlier iPad competitors failed to avoid; a direct comparison on size, features, price and user experience.” King also noted that despite the fact that Amazon does not tout the tablet’s Android OS, Google will likely still benefit from the Kindle Fire’s success. “One company that will welcome the Fire is Google,” King noted. “Amazon will likely sell such high volumes of the Fire that Google’s Android OS will benefit from the increased scale of Apps developed with Android in mind in general, and Amazon specifically.” Strategy Analytics’ full press release follows below.

Amazon to Sell 15 Million Kindle Fires By 2013 – Strategy Analytics

BOSTON–(BUSINESS WIRE)–Amazon will sell more than 15 million of its new Kindle Fire tablet worldwide by the end of 2013, according to the latest report from Strategy Analytics’ Tablet and Touchscreen Strategies service. The forecast, published in “Amazon’s Fire Reignites Entry-Level Tablet Market”, is derived using a proprietary choice-based consumer demand model, assumes that Amazon will add two further Fire models during the forecast period, and that it will expand availability to Western Europe, Japan and other developed markets during 2012.

“Our first impression of the Amazon Kindle Fire is very positive,” says Peter King, Director, Tablet and Touchscreen Strategies. “Amazon has avoided what most of the earlier iPad competitors failed to avoid; a direct comparison on size, features, price and user experience.”

“One company that will welcome the Fire is Google,” King continues. “Amazon will likely sell such high volumes of the Fire that Google’s Android OS will benefit from the increased scale of Apps developed with Android in mind in general, and Amazon specifically.”

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  • http://www.droiddoes.com/ Norm

    I see how it works now. You gotta dress up the DROID OS completely before people want it on a mass scale.

    • Anonymous

      Fact of life, the most brilliantly engineered products matter squat if people don’t want to use it. (OS/2, BlackBerry, etc)

      • Snake36

        Most brilliantly engineered products matter squat if they have a bad PR team.  Humans are predictable and easly influenced.  Apple has capitalized on that.

    • Anonymous

      No, just sell it CHEAP!!!  That seems to be the only way they fly off the shelf’s.  To bad unlike Amazon, they lots of money doing that.

  • Anonymous

    The numbers for the Fire will be higher, especially if it becomes available overseas.

    >One company that will welcome the Fire is Google..

    This is laughable. The problem for Android and tablets isn’t really the apps. It’s that they no longer have leverage with the carriers to give away the hardware for free. Most people don’t want a second bill from their carrier every month. When competing on even ground in regards to price, Android loses. They can’t even compete against the Kindle Fire because Amazon is willing to lose money on the device which OEM’s can’t do.

    I’m also pretty sure that Google isn’t smiling when Amazon is usurping Android Market’s power and removing most of Google’s core services so they can’t gather data on users. It’ll be funny to see what happens to Android when Amazon comes out with their own phone.

    • Anonymous

      Apparently someone doesn’t understand how Google makes money with Android.  Google has a host of the most popular services on the Internet.  These are now all monetized.  Will Amazon Fire users not use Youtube, Google Search, Gmail?  Of course they will.  Google wins when people access in the Internet via their mobile device.   If Amazon sells 15 million Fire units Google most certainly wins.

      I’m not sure why people can’t grasp this simple concept; Google is “selling” the Internet model.  This is an ad supported model for which Google is the leading company.  Google WANTS the prices of devices to decline as that brings more page views, more ads served.

      • Peacenik

        Well based on your argument Google is benefitting from iPhone and other phones that use their services as well. Which begs the question why bother with Android?

      • Anonymous

        Google wins as much as any PC user accessing Google services.  On the other hand Amazon will be using SILK, which means they have access and can see everything your doing when your Web Browsing and use that info.(Unless you turn SILK off)  You really can only use Apps made for this Device, your not going to some other Android App store!  Your going to be using Amazon’s Prime service, and Amazon VOD, and Amazon Music, etc, etc.  Basically staying mostly with Amazon.  If I read my Google mail on it, so what, it’s like me at Home or Work using my Windows PC reading my Google mail.   No difference.    It’s not no Google/Android win for Google.  It’s using a older Android OS that’s been heavily Customized for Amazon. How much of the Original Android is really left?

      • Anonymous

        Again, using Google Reader, or any other Google service, and viewing Google served ads on a device that otherwise might not exist, is a win for Google. That is the Google business model, selling ads on the Internet. That is why their services work on all platforms.

        Would Google execs prefer to work more closely with Amazon? Sure, probably but at the end of the day, Google doesn’t make money by collecting user data (lost to SILK). It makes money selling adds and anyone using the Fire browser will likely be viewing Google served ads. That’s a win. Making the mobile Internet available to more users — and Fire will most definitely do this given the price point — is a huge win for Google.

      • Anonymous

        I don’t think it’s a huge win, it is a positive for Google. How much of one?!?! When your not on Amazon, are you using Googles services or maybe bing and hotmail?!?! It’s just not really a Google sure thing. If anything it could hurt other Android tablet sales. So huge, I can’t say that at this time. I do have one on PreOrder to try out. I hope I don’t turn into a annoying fandroid owning a Fire!!! If anything I’m more of a MS fanboy if anything even though I do have this one Apple device!

      • Anonymous

        I think the metric goes something like this; people who have smart phones view more Internet ads than people who simply have computers. People who have smart phones, tablets and computers view more Internet ads than people with just computers and/or smart phones. From the perspective of Google the idea is simple; get more devices into the hands of more people so they can view more ads. The fact devices are likely to get cheaper (given the price point of Fire) is a win for Google and consumers. It’s a net negative for OEM’s.

    • http://oceandigital.ca oceandigital

      It wont be sold overseas for a long time.  Actually it probably wont even be sold over the borders.  Amazon is like Dennys, its an American thing.

      • Anonymous

        It’ll be sold anywhere the Kindle is sold!!!  The Kindle is sold around the world, so will the Fire.  The only thing I’m not sure about is the PRIME service!

    • Anonymous

      Don;t forget the huge Advertising advantage with SILK!!!  Poor Google, they really got the raw end of the stick!  It’s not going to put a dent or not much of one in iPad sales.  It’s just a different market.  People are going to care more about a Cheap Tablet then Camera’s and ports and memory, when it just doesn’t matter.  Samsung, Sony and everyone else just can’t complete with Amazon.   They have to make their money on Hardware, Amazon doesn’t.   Hell I’m even buying one for the hell of it as it’s cheap enough to screw around with, but I also still have plans to buy a iPAD3 next years.  The Apps on the iPad gives it a huge advantage.  Android Tablets Had it pretty hard, it’s far worse now.

      This doesn’t effect Android phones at all and will continue to sell great.

  • Peter Goesinya

    You know, this site would get instantly better if the pieces about analysit predictions were left off. Atleast the pieces about “so and so” is going to sell “x amount of phones” in 2041.

    • Anonymous

      Then there will instantly be 50% less news stories on the site.

      • http://profiles.google.com/dalekstrauss Dale Strauss

        Wrong my large nose friend – there will be 50% less words on the screen – there’s not enough real news here to qualify as a 50% decrease in the first place…

  • Anonymous

    I’m really fed up with this kind of analysis… How the hell can you predict the number of sales? Last Year, Ipad was supposed to be the king until 2021, last month , Android tablets will surpass iOS in 2 years. Ho god
    And anyone can tell me what is a “Director, Tablet and Touchscreen Strategies” ? I want this job too

  • Anonymous

    If they sell 1 id be a happy Chappie. thats 1 apple dident sell, i dident think id ever hear myself say this but apple should just burn & f**koff. their products are over hyped over priced & their customers are nothing more than uneducated fashion followers.& as with any fashion its only got a short lifespan.
    Burn apple & ill see you in hell jobs, you will knows its me because i’ll be the 1 with an android in my left hand with a signal on it.

    • BurleyShells

      Such sterotypes

      • BurleyShells

        stereotypes*

      • Anonymous

        No. just voiceing my opinion that apple is nothing special. All the press & fanboi’s go on as if apple are gap between earth & heaven. Where was everyone in the 80′s, 90′s &00′s using something else (better).as i said you can only sustain a fashiobn for so long. The other 1 is still in the game( microsoft) & with more confidence from the consumer( numbers dont lie). Because they haven’t tried to be fashion concience. Remember last years toy is this years boot sale product.

      • BurleyShells

        “Uneducated fashion followers” sounds like a stereotype, or a very biased opinion. Regardless, you shouldn’t be this mad at a successful company just because its products don’t fit your preferences.

  • Bringit

    not a chance.

  • Anonymous

    The Fire spells more trouble for Android tablet makers and RIMs PlayBook.

  • Rimposter

    Could that thing look any more like a Playbook?

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