Amazon ($NASDAQ:AMZN), while at its core an e-commerce company that sells products from around the world, is also a consumer electronics brand. It sells video streaming devices, tablets, smart speakers, video doorbells, e-book readers, and, sometimes, smartphones.

When it comes to selling its own devices, Amazon pushes its own products. Hard. And in the month of July, which included Prime Day, 7 of the top-selling electronic devices were Amazon's own products.

We looked at sales data across thousands of products in Amazon's Electronics category and averaged out each product's sales rank. We then calculated how many days in the month of July each product ranked in the top 100 to create a proxy for sustainable sales (as opposed to products that may have peaked for a day or two due to a sale).

The results are suprising, but perhaps not so surprising at the same time. Amazon's Fire TV Stick topped the sales charts in July with an average rank of 1.47, having ranked for 30 days throughout July. In second place was the 4K version of the same product with an average sales rank of 2.63. The only non-Amazon products included the Roku Express (a streaming media player), instant film from Fujifilm, and a WiFi router from TP-Link.

Product

Category Rank (Avg)

Days in top-100

Fire TV Stick with Alexa Voice Remote, streaming media player

1.47

30

Fire TV Stick 4K with Alexa Voice Remote, streaming media player

2.63

32

Echo Dot (3rd Gen) - Smart speaker with Alexa - Charcoal

3.41

32

Echo Dot (3rd Gen) - Smart speaker with Alexa - Heather Gray

8.00

32

Roku Express | Easy High Definition (HD) Streaming Media Player

11.28

32

Echo Dot (3rd Gen) - Smart speaker with Alexa - Sandstone

12.03

31

Fujifilm Instax Mini Instant Film Value Pack - (60 Total Pictures)(Package may vary)

14.72

29

TP-Link AC1750 Smart WiFi Router - Dual Band Gigabit Wireless Internet Router for Home, Works with Alexa, VPN Server, Parental Control&QoS(Archer A7)

16.77

30

Introducing Echo Show 5 – Compact smart display with Alexa - Charcoal

21.81

32

Kindle Paperwhite – Now Waterproof with 2x the Storage – Includes Special Offers

22.32

37

The TP-Link router, by the way, is branded as "Works With Alexa", an Amazon digital assistant.

Amazon's dominance in the electronics category on its own platform is no doubt troubling for consumer electronics manufacturers that are dependent on the world's largest e-commerce site for sales, especially as brick-and-mortar consumer electronics chains like Best Buy recede. It's also important to note that Amazon does not sell competing electronics products from Google and Apple like the Google Home and Airpod that compete with Amazon's Echo.

About the Data: 

Thinknum tracks companies using information they post online - jobs, social and web traffic, product sales and app ratings - and creates data sets that measure factors like hiring, revenue and foot traffic. Data sets may not be fully comprehensive (they only account for what is available on the web), but they can be used to gauge performance factors like staffing and sales. 

Further Reading: