In the third quarter, Google's share of the smart speaker market basically fell off a scale, falling from almost one-third of the market to just about 12%. This is one of the conclusions of the latest Canalys report, published to provide a global quarterly review, a time when (except for Google's introduction) millions of people continue to buy new smart speakers and displays. Most notably from Amazon, which has grown its market share by nearly 70% since this time in 2018.
Among the results, according to Canalis, a strong premiere day this year, as well as school shopping campaigns, helped Amazon to sell 10.4 million speakers in the quarter and continue to pull away from the pack.
After Amazon, China-based Alibaba sold enough in the quarter (nearly 4 million) to put it second globally, while another Chinese brand (Baidu) moved into third to beat Google in fourth place. You can also see from the chart below that Google is the only major freight forwarder that has experienced year-over-year declines:
 "The challenging retail environment and falling supply have forced Google to seek more partnerships like Spotify to drive sales across channels," Canalys senior analyst Jason Law said of the data. "We are also seeing similar trends in collaboration in China, where Alibaba is leveraging its retail and channel capabilities to deliver smart speaker collaborations," with brands like Starbucks.
With respect to this note, the smart display category is growing at a rapid rate during the quarter, according to Channels data – an increase of 500% worldwide thanks to 6.3 million shipments between July and September. Low added, especially for these products, that keeping a lid on prices is "vital" if companies like Amazon hope to continue to grow their smart display sales and intense competition is expected before this year's shopping market. Here again, however, Google turned out poor performance, moving only 700,000 shipments of smart displays during the quarter.