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Kindle Fire ‘defined and dominated’ low-end tablet market with 6 million units sold

Updated Dec 19th, 2018 7:44PM EST

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When it comes to tablets there is no denying the iPad’s dominance, selling more than 15 million units last quarter alone. Not everyone can afford nor do they want a high-end device, however, and that is where Amazon’s Kindle Fire comes into play. Stifel Nicolaus analyst Jordan Rohan said on Monday that fourth-quarter Kindle Fire shipments likely reached 6 million units, placing the tablet on par with the original iPad. Rohan says it was “quite impressive” that the online retailer used “distribution prowess to define and dominate the low end of the device ecosystem” even with stiff competition from Apple and a number of other Android manufacturers. Read on for more.

Google’s Android partners shipped a combined total of 10.5 million tablets in the December quarter according to Strategy Analytics. Android currently has a 39.1% share of the tablet market according to the firms figures, with the Kindle Fire contributing to roughly 57% of it.

“Tablets including iPad and Kindle Fire are rapidly taking share from PCs and notebooks,” Rohan said in a note to clients. “Kindle Fire has staked out an important market position due to its loyal Amazon customer base and attractive (low) device pricing.”

Amazon has never provided sales figures for any of the company’s Kindle-branded products, though the Kindle Fire has remained at the top of Amazon’s best-sellers list in the electronics category since it was released in November. The online retailer is scheduled to reports its fourth-quarter results on Tuesday.

Dan joins the BGR team as the Android Editor, covering all things relating to Google’s premiere operating system. His work has appeared on Fox News, Fox Business and Yahoo News, among other publications. When he isn’t testing the latest devices or apps, he can be found enjoying the sights and sounds of New York City.