Humble Brag: Amazon Breaks Down Its Record Holiday Season

Amazon has had more than a year's head start and dominates voice shopping

Amazon's own hardware products - including Alexa-enabled devices, Echo Dot and Fire TV Sticks - were ranked as the best-selling products from any manufacturer in any category across the entire Amazon platform. Amazon sold millions more of new devices in 2017 compared to 2016's figures.

Just like the snow, Amazon's Echo devices show no signs of stopping.

Sales of Amazon devices were "millions more" than a year ago, when the company's holiday release touted sales of Alexa devices as in the "millions". Still, the holiday season appeared to be merry for Amazon, with small businesses and entrepreneurs receiving orders for "more than one billion items", a record.

The Alexa sales range was among a barrage of factoids Amazon released on its activities during the holiday shopping frenzy.

The black and white versions of the Echo Dot (on sale for $29.99) were such a popular gift that as of Tuesday, they weren't available to be shipped from Amazon until early January.

Prime membership continued to grow this holiday; in a single week, more than four million people started Prime free trials or began paid memberships, to benefit from the service's free two-day, one-day or same-day shipping.

Shopping on the Amazon app increased by almost 70 percent.

The top five items ordered through a mobile device include: the Echo Dot, Fire TV Stick with Alexa Voice Remote and the TP-Link Smart Plug. And, crucially for Amazon, a company skilled at using one product or perk to get customers to buy more, Alexa opens up shopping by voice.

Amazon, which said this year marked its "biggest holiday season", also reported sharp growth in its services. In addition to Amazon products, Alexa is being built into a host of other products, including cars, phones and DVRs.

While Amazon is a major business, the company said more than half of its online sales are generated through small businesses, much of this via Fulfillment by Amazon.

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