Amazon’s Echo devices may still dominate the smart speaker market, but customers rarely use them to purchase goods from the e-retailer.
Which, you may recall, was the whole point.
“Only a small fraction of smart speaker owners use them to shop, and the few who do try it don’t bother again,” a new report in The Information notes. “[We have] learned that only about 2 percent of the people with devices that use Amazon’s Alexa intelligent assistant—mostly Amazon’s own Echo line of speakers—have made a purchase with their voices so far in 2018, according to two people briefed on the company’s internal figures.”
Another interesting tidbit from the report: Amazon has sold about 50 million Alexa devices, The Information’s sources claim.
So why is this data important? Two reasons.
First, Alexa and the Echo speakers came to market for a single reason only: To provide Amazon’s customers with yet another way to easily make purchases from its online store.
Not being able to monetize Echo and Alexa is a problem. And it’s going to be a problem for Google, too. In that case, the online search giant will attempt to leverage its own Google Home/Google Assistant user base with, yep, you guessed it, advertising. Something that Google has publicly stated is coming to the platform.