Amazon stops and starts

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The stop, is contained in Jeff Bezos (Amazon.com Founder and CEO)  rather cryptic comment in their press release  “We’re grateful to the millions of customers who have made Kindle Fire the most successful product launch in the history of Amazon. This has been a big year for digital products on Amazon—all of the top 10 sellers on Amazon.com since Kindle Fire launched just less than a year ago are digital products. Kindle Fire is sold out, but we have an exciting roadmap ahead—we will continue to offer our customers the best hardware, the best prices, the best customer service, the best cross-platform interoperability, and the best content ecosystem.”

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So they’ve stopped selling Kindle Fires in the US? Not really. They are no longer available directly from amazon in the amazon.com store but you can still buy them second hand currently from 9 outlets but the price at $220 is at a premium to the $199 historic price!

The overall consensus  seems to be that this “sold out” is just a marketing ploy and that come September 6 lo and behold new Kindle Fires or even a range of them will be announced.

Now that double two number seems to be amazons favourite this week. It appears  twice in their release:

  1. “….in just nine months, Kindle Fire has captured 22% of tablet sales in the U.S”.
  2. “Kindle Fire offers customers a vast selection of digital content—over 22 million movies, TV shows, apps, games, books, magazines and more”

The first point is interesting, using lots of wild guesses, unequal timeframes, and some hard evidence from Apple (SEC filings) together with certain court documents recently unearthed by CNN money we have come up with some figures!

Tablet unit sales/shipment guesses Q4 2011 – Q2 2012 millions
Global Global market % US US market% US % Global
Apple 44.3 63% 16.0 50% 36%
Kindle 7.0 10% 7.0 22% 100%
Other 18.7 27% 9.0 28% 48%
Total 70.0 100% 32.0 100% 46%
Source: I.co.uk guesses & extrapolations!

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To be honest we think the 9 million Other figure for US unit sales looks high which means that some of our guesses are wrong!

The Start in another release by Amazon concerns the rollout of their Apps Store across Europe  “Amazon.com, Inc. today announced the launch of its Amazon Appstore in the U.K., Germany, France, Italy and Spain, giving European customers access to Amazon’s broad selection of quality Android apps with the convenience of shopping on Amazon from their Android phones and tablets”.

It does give European android users another “market” to add to their devices. Whilst their video has a Samsung mobile (which amused us, although in accordance with amazon practice the lack of a European specific video didn’t) we think this is another precursor to their Kindle Fires European launch on September 6. We certainly hope so.

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