Amazon has sold more than 5 million Echo devices, with a big holiday to come

According to an analysis from Consumer Intelligence Research Partners (CIRP), Amazon has sold sold 5.1 million Echo devices in the US since its launch in 2014. The firm also states that awareness of the virtual assistant unit has dramatically increased in the past year.

Roughly 70 percent of Amazon customers are now aware of Echo, says CIRP. The company added that roughly two million of the five million Echo units were purchased during the first nine months of this year. This suggests a a big holiday ahead for Echo.

According to a survey of 3,500 consumers, CIRP also found that Echo is primarily used as a voice-controlled speaker or music-listening device. However, people are also using Echo/Alexa to get news and other information.

How consumers use Amazon Echo (multiple responses allowed)

To compete with Echo, Google launched Google Home earlier this year. It’s $50 cheaper, and it’s superior, according to some reviewers. Yet the visibility and distribution advantages that Amazon has means that Echo will likely sell much better than Home this holiday season.

An earlier analysis of Amazon shoppers from CIRP found that a majority (65 million) of US Amazon customers are now Prime subscribers. Spending on average $1,200 per year, they will drive more than $75 billion in sales on Amazon this year.

These loyalists will also be more inclined to buy an Echo than Google’s competing product.

Over time, millions of people will have these standalone virtual assistant devices in their homes, further conditioning them to search by voice and creating new opportunities and challenges for marketers, publishers and brands to reach their customers and prospects.