Amazon Sees Surging Prime Memberships in 'Biggest' Ever Holiday Season

Javier Stokes
December 27, 2017

This holiday, millions of Prime members voice shopped with Alexa for gifts, Amazon devices and everyday household essentials. Prime membership continued to grow - "in fact, in one week alone, more than four million people started Prime free trials or began paid memberships, to benefit from free two-day, one-day or same-day shipping, in addition to ultra-fast one and two hour delivery with Prime Now".

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.

The next few years will be critical for these digital assistants as ambient computing becomes more popular and while the race is far from over, Microsoft and Apple are finding themselves well-behind Amazon and Google.

Amazon does not disclose how many devices exactly it sells.

Customers bought more than 1 billion items across the world fromThanksgiving through Cyber Monday, Amazon said in a press release.

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Amazon's record-breaking holiday season signals mounting trouble for brick-and-mortar retailers already struggling in the face of the e-commerce giant.

Google and Amazon have been at loggerheads since YouTube had been barred on Amazon's Echo Show in September 2017. Amazon's Alexa app also topped the charts for Apple and Google Play on Christmas day, suggesting an influx of new customers setting up their devices.

"The more that Amazon cannot just get its Echo devices out there, but get its Alexa technology embedded in a variety of things, including cars, that'll be the long-term win", Mark Mahaney told CNBC's "Squawk Alley" on Tuesday.

Amazon's strong holiday season is likely to keep many investors excited over its future prospects.

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