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Amazon Kindle Activations Trump Competitors on Christmas Day

by Todd Haselton | December 27, 2013December 27, 2013 7:00 pm PDT

Kindle Fire HDX, Back Wide

According to new research data from Flurry Analytics, activations of new Kindle devices far exceeded the numbers it saw earlier in the month, showing that Kindle devices are particularly hot sellers during the holidays for Amazon.

Flurry found that, overall, there was a 63 percent bump in device activations on Christmas day compared to any other day during the first three weeks of December. Kindle activations were up 24x a regular day in December, while activations for Apple, Samsung, and Acer tablets were up just a hair.

“For the past three years, Amazon has been the brand of device that has experienced the largest bump in Christmas activations compared to its normal level of activations,” Flurry Analytics said. “We believe price, business model, target market, and form factor all contribute to the big boost in Kindle activations at Christmas relative to other times of the year.”

KINDLE Final1-resized-600

Acer, which also saw a greater bump than Samsung and Apple, likely saw success because of its low price points, Flurry explained. Samsung and Apple’s activations weren’t up as much because “their baseline level of activations is so large that even a doubling of daily activations on Christmas (1.9x for samsung and 2.3x for Apple this year) represents a large number of devices,” Flurry explained. In other words, Apple and Samsung tablets are always selling tons of tablets, so it’s nearly impossible for their figures to bump as much as Amazon’s.

Despite the bump for everyone on Christmas day, Flurry Analytics says that this year’s increase doesn’t compare to previous years. Amazon’s activations were up 24x in 2013, but in 2011 activations increased by 41x.


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Todd Haselton

Todd Haselton has been writing professionally since 2006 during his undergraduate days at Lehigh University. He started out as an intern with...


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