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Consumer Electronics

Amazon Fire Sticks it to the cord-cutting competition

by Taylor Stanton - March 17, 2017

Image credit: Jens Kreuter (via Unsplash)

In the competitive over-the-top video streaming device race, Amazon is on fire. Data from Slice Intelligence revealed that 48 percent of all online sales were on Amazon devices in 2016. The Fire Stick alone generated 35 percent of the streaming spending in this market.

Two Fire Sticks are better than one

Amazon video streaming hardware also has a higher repeat purchase rate. Over a quarter of  Amazon Fire buyers purchased more than one device since 2014. Similarly, over 20 percent of Google and Roku buyers purchased more than one device.

The Apple TV launch was bigger than the Fire Stick premiere

The October 2015 Apple TV launch is the largest single month of video streaming device sales to date. Online Apple TV purchases were mostly made by men, which is in line with the general demographic of TV streaming buyers. That said, overall video streaming hardware spending has grown 3.5 percent year-over-year in 2016, with sales surging during the holiday shopping period. Streaming purchases also increased when Amazon introduced the $35 Fire TV stick in October 2014 and during Cyber Week 2016.

About this data

With a panel of over 4.7 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.


Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.


Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world. Slice Intelligence is the exclusive e-commerce data provider for the NPD’s Checkout Tracking e-commerce service.

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