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Consumer Electronics

41 percent of Kindle sales are upgrades, Paperwhite dominates

by Taylor Stanton - February 23, 2019

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Book lovers take note: Amazon’s newest e-reader, the Kindle Oasis, is scheduled to release on April 27th. With the eighth generation Kindle ready for pre-order, Slice Intelligence read-up on the current state of the Kindle market. Data from our panel of four million online shoppers shows that the most purchased Kindle is always the newest model, and over the past six months, 74 percent of Kindle sales have been on the Paperwhite.

Kindle shoppers may also be ready for an upgrade. In the past six months, 41 percent of Kindle sales were from consumers who already owned an Amazon e-reader.

Tablet owners buy more books

Slice Intelligence data confirms that Amazon's investments in e-readers may be paying off.  Kindle shoppers purchased more books than their Kindleless kin. Data shows that Kindle owners spent $226 dollars on books, $127 dollars more than their counterparts, and purchased nearly three times the number of books. 

About this data

With a panel of over 4 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.