Taipei, Tuesday, May 23, 2017 22:56 (GMT+8)
thunderstorms
Taipei
31°C
Amazon sees weaker-than-expected Kindle Fire HDX shipments in 4Q13
Jim Hsiao, DIGITIMES Research, Taipei [Wednesday 15 January 2014]

Thanks to falling prices and satisfactory functionalities, entry-level tablets from brand vendors has been undermining demand for mid-range and high-end models, and they formed a main driver of the tablet market during the year-end shopping season in 2013. Observing Amazon's tablet promotions and related shipments from the supply chain, Digitimes Research found that the US-based vendor's entry-level Kindle Fire HD is enjoying better sales than its high-end Kindle Fire HDX.

Amazon announced in early December 2013 that its Kindle series, which includes both tablets and e-book readers, has achieved a sales record during the Thanksgiving holidays, which some market watchers believe were mainly contributed by the high-end Kindle Fire HDX models. However, Amazon actually devoted most of its marketing resources to promoting the Kindle Fire HDX, a tell-tale sign that the high-end products were not selling as well as thought.

During the year-end shopping season of 2012, Amazon offered no price cuts for its Kindle Fire HD, which was then its high-end model. But for the same periord in 2013, the company not only offered price cuts for its high-end Kindle Fire HDX, the reductions were also higher than those for the entry-level Kindle Fire HD. Amazon's new interest-free installment service is also available only for the HDX models.

The above moves show that Amazon's promotions for high-end models were far stronger than those for the entry-level models during 2013 year-end marketing campaigns. Since Amazon also reportedly has been reducing orders for high-end models from its supply chain, Digitimes Research believes Amazon had to make moves to shore up the Kindle Fire HDX's weaker-than-expected sales.

The entry-level Kindle Fire HD's friendly pricing and performances in terms of multimedia content playback and app operation are already able to satisfy most Amazon users' demand, making it the mainstream model among Amazon's devices in 2013. With the Kindle Fire HDX devices having weaker-than-expected shipments and the entry-level Kindle Fire HD enjoying shipment growths and rising demand, Digitimes Research estimates Amazon's fourth-quarter 2013 tablet shipments at 4.22 million units, down 100,000 units from its original forecast.

Topics: Page 2

Realtime news
  • 3S teaming up with Marvell to develop 28nm controller chips

    Bits + chips | 16min ago

  • Taiwan April manufacturing production index down on month, up on year, says MOEA

    Bits + chips | 17min ago

  • Globalfoundries and Chengdu partner to expand FD-SOI ecosystem in China

    Bits + chips | 19min ago

  • Taiwan April manufacturing production index down on month, up on year, says MOEA

    Before Going to Press | 31min ago

  • Weltrend to see revenues expand by double-digit rate in 2017

    Before Going to Press | 32min ago

  • Taiwan market: Samsung launches Samsung Pay

    Before Going to Press | 32min ago

  • Foxconn Electronics, Sharp to invest in R&D of Micro LED

    Before Going to Press | 33min ago

  • POS maker Posiflex to ramp up capacity by 30%

    Before Going to Press | 37min ago

  • ChipMOS reportedly lands gold bumping orders for AMOLED driver ICs from Samsung

    Before Going to Press | 38min ago

  • Micro LED to come into trial production in 2H17

    Before Going to Press | 38min ago

  • LG Display setting up 10.5G TFT-LCD factory in South Korea

    Before Going to Press | 39min ago

  • AUO procures production equipment from Applied Materials South East

    Before Going to Press | 42min ago

  • Globalfoundries and Chengdu partner to expand FD-SOI ecosystem in China

    Before Going to Press | 44min ago

  • Topco 2017 revenues to rise over 10%

    Before Going to Press | 46min ago

  • Newmax sets new share price for private placement

    Before Going to Press | 46min ago

  • SMIC eyeing top-3 spot in pure-play foundry segment

    Before Going to Press | 47min ago

  • AUO showcasing feature display panels at SID Display Week 2017

    Before Going to Press | 47min ago

Pause
 | 
View more

Global notebook shipment forecast, 2017 and beyond

RESEARCH EXTRAS | Jan 25, 14:34

Digitimes Research estimates that 2016 was another down year for the global notebook market, with shipments dipping below 150 million. While the market will continue shrinking in 2017, the drop will be much less dramatic, as Windows 10 adoption in the enterprise...

Global AP demand forecast, 2017-2020

RESEARCH EXTRAS | Jan 16, 12:01

Digitimes Research expects global application processor (AP) shipments to increase more than 8% in 2017 and surpass the 1.9 billion mark, with smartphones remaining the main application. After slumping in 2015, Qualcomm returned to form in 2016 and will continue...

Global tablet market – 1Q 2017

GLOBAL TABLET | May 23, 14:49

Cannibalized by large-size smartphones, global tablet shipments in first-quarter 2017 dropped 16.7% on year to reach 37.12 million units.

Taiwan handsets – 1Q 2017

TAIWAN MOBILE DEVICE | May 19, 11:42

Taiwan's handset shipments have improved significantly thanks to feature phone orders from HMD Global.

China smartphone market and industry – 1Q 2017

CHINA SMARTPHONE | May 12, 13:53

Total shipments of China-based smartphone makers in first-quarter 2017 were 134.30 million units, representing flat growth compared to first-quarter 2016 and showing an on-quarter drop of 28.8%.

Innodisk
Wireless broadband developments in Southeast Asia markets
Analysis of China revised domestic semiconductor industry goals
  • Wireless broadband developments in Southeast Asia markets

    As of 2013, the 10 ASEAN nations had a total of over 700 million mobile subscriptions, with the CAGR from 2003-2013 reaching 24%. This Digitimes Research Special Report analyzes the various mobile broadband markets in ASEAN and looks at the respective trends in 4G LTE development for those markets.

  • 2015 global tablet demand forecast

    This Digitimes Research Special Report provides a 2015 forecast for the global tablet market and analyzes the strategies of key market players such as Google, Apple, Intel, and Microsoft.

  • 2015 China smartphone panel trend forecast

    This Digitimes Research Special Report analyzes the strategies of key China-based major panel makers BOE, Tianma and IVO for attacking the different market segments through technology and pricing, and their relationship to local vendors Huawei, Lenovo, ZTE, Xiaomi and Coolpad.