Taipei, Wednesday, December 13, 2017 07:57 (GMT+8)
cloudy
Taipei
18°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.

Realtime news
  • SJ Semi signs purchase agreement with Advantest

    Before Going to Press | 10h 25min ago

  • China LED suppliers begin to slash prices

    Before Going to Press | 10h 26min ago

  • Parade November performance meets market expectations

    Before Going to Press | 10h 27min ago

  • FocalTech to ship 60 million TDDI chips in 2017

    Before Going to Press | 10h 28min ago

  • GET to raise NT$600 million via private placement

    Before Going to Press | 10h 28min ago

  • Taiwan market: Aruba bullish in local market

    Before Going to Press | 10h 29min ago

  • Tsinghua Unigroup to join Lite-On subsidiary in Suzhou

    Before Going to Press | 10h 29min ago

  • Win Semi to buy HBT production equipment from Avago

    Before Going to Press | 10h 32min ago

Pause
 | 
View more

China AMOLED panel capacity expansion forecast, 2016-2020

RESEARCH EXTRAS | Jun 8, 15:37

This Digitimes Research Special Report examines the China AMOLED industry, focusing on the expansion capacity of the makers, the current implementation plans of major smartphone vendors in the market and the technological hurdles faced by China's makers.

Taiwan server shipment forecast and industry analysis, 2017

TAIWAN MOBILE DEVICE | May 31, 10:20

According to surveys and analyses conducted by Digitimes Research, revenues generated from sales of server motherboards, servers, storage systems and related network system equipment by Taiwan-based vendors rose 4.8% on year to reach NT$555.8 billion (US$18.79...

Taiwan handsets – 3Q 2017

TAIWAN MOBILE DEVICE | Dec 5, 15:21

Shipments of Nokia-branded devices to HMD Global continued to buoy Taiwan's handset shipments in the third quarter of 2017. HMD's manufacturing partner, Foxconn, benefited most.

China smartphone AP shipments – 3Q 2017

CHINA SMARTPHONE AP | Dec 1, 10:43

Vendors moved up smartphone AP shipments ahead of China's National Day Golden Week holiday, buoying third-quarter 2017 shipments to come to 172 million units, up 24.3% on quarter, outperforming market expectation.

China smartphone market and industry – 3Q 2017

CHINA SMARTPHONE | Nov 27, 15:39

China-based smartphone makers shipped a total of 179.2 million phones in the third quarter of 2017, down 0.4% on year and up 20.8% on quarter. The top five vendors in terms of shipment volumes were Huawei, Xiaomi, Oppo, BBK and Lenovo.

UMC
China AMOLED panel capacity expansion forecast, 2016-2020
Global notebook shipment forecast, 2017 and beyond
  • China AMOLED panel capacity expansion forecast, 2016-2020

    This Digitimes Research Special Report examines the China AMOLED industry, focusing on the expansion capacity of the makers, the current implementation plans of major smartphone vendors in the market and the technological hurdles faced by the China makers.

  • Global AP demand forecast, 2017-2020

    Digitimes Research expects global AP shipments to surpass the 1.9 billion mark in 2017, with smartphones remaining the main application. Qualcomm will be leading the market in 2017, as other players continue playing catch up and scramble for funds to invest in more diverse applications.

  • Global notebook shipment forecast, 2017 and beyond

    This Digitimes Special Report examines key factors in the notebook industry, including products, vendors and ODMs, that will affect total shipments in 2017 and through 2021.