Are Kindle Fire HDX Tablets Underperforming in Sales?
While Amazon’s latest eBook Reader is enjoying growing popularity, the situation for the Kindle Fire tablets doesn’t seem quite as promising. Although Amazon does not release sales figures for the Kindle devices, it does provide insight into sales charts divided into various categories.
Looking at the electronics sales on Amazon, one thing stands out: the Kindle Fire HDX tablets are not in the top 100. The HDX devices were launched only a few weeks ago and are notable for their excellent hardware – currently, there are no other tablets that combine speed and display sharpness (over 320 ppi) like they do. Still, the tablet sales don’t seem to be taking off.
One might argue that although the Kindle Fire HDX tablets offer relatively good value for the performance, they are not exactly in the entry-level segment at prices of 230 euros and 380 euros. Entry is significantly cheaper with the Kindle Fire HD at 99 euros.
Stuttering Sales?
But even with a closer look at the sales figures and the top 100 tablet charts, a similar picture emerges. The Kindle HDX 7 is only ranked 25th among the best-selling tablets on Amazon.de. It appears again in various configurations at positions 43, 74, and 90. The Kindle Fire HDX 8.9 is found at position 71, then again at 84 and 94.
The Kindle Paperwhite is a clear success story, leading the electronics top 100 since its release. The regular Kindle Fire HD tablet also performs significantly better, occupying the second position in the sales charts thanks to its reduced price. One could argue that the combined total of different positions still results in reasonably decent sales figures.
Nevertheless, one must ask whether the Kindle Fire HDX tablets are a sales flop in Germany. They receive consistently good reviews from both customers and tech blogs, but this seems to have little positive impact on sales. Considering that many tablets are expected to be given as gifts during the Christmas season, the listed positions in the sales charts do not bode well.
Kindle Paperwhite as a Bestseller
The numbers are even more astonishing considering that the Kindle Paperwhite continues to sell spectacularly well, holding the top spot in the electronics charts. This is despite the availability of several other devices that are cheaper than Amazon’s eBook Reader.
It highlights an interesting phenomenon I’ve noted repeatedly: Analysts frequently predict the end of eBook readers because the entire tablet market is growing continuously. Recently, more tablets were even sold than laptops for the first time. The apparent conclusion is clear: with tablets, one can also read eBooks, making dedicated eBook readers with E-Ink displays naturally obsolete. At least, that’s the logic of the analysts.
However, reality looks quite different as shown by Amazon’s sales charts. eBook readers continue to sell brilliantly, and the predicted end is not apparent at this time. Even the Kindle Fire HD tablet, which is 30 euros cheaper, sells worse than the Kindle Paperwhite.
What Does This Mean for the Tolino Tabs?
In this context, the question arises about how the Tolino Tabs are performing. The Kindle Fire HD currently seems to sell mainly due to its exceptionally low entry price of 99 euros. The cheapest Tolino tablet costs twice as much. Sure, the Tolino Tab 7″ offers more in terms of hardware and software, but whether this can really ensure sales success is questionable. After all, the Kindle Fire HDX presently offers the most powerful overall package in the 7-inch tablet sector, yet it still doesn’t dominate Amazon’s sales charts.
They may be grinning, but are the Tolino Tablets really performing better?
The same goes for the Tolino Tab 8.9″, which costs 20 euros more than the Kindle Fire HD 8.9. Despite the low price and very good value for money, the Amazon counterpart does not even make the top 100 of the best-selling electronics products.
It’s clear that you can’t directly apply Amazon’s sales charts to the entire tablet market, but as the largest online retailer in Germany, Amazon’s figures do have significant influence. Adding to this is the fact that Amazon is a popular electronics retailer, whereas the Tolino alliance primarily sells books – and who goes to a bookstore to buy a tablet? After all, this didn’t work out in the USA for the then-largest bookstore, Barnes & Noble.
In conclusion, it remains to be seen that despite good reviews, the Kindle Fire HDX tablets don’t seem to be exciting potential customers. I’m certainly curious to see whether the sales charts will change in the coming weeks leading up to Christmas and whether the situation will turn around for the Kindle Fire HDX tablets.
