Give a Kindle or Fire Tablet? Amazon Loyalty (also) Follows…

Last week we reviewed Echo smart speakers as a predictor of Amazon.com spending. Instead of giving a smart speaker, would a Kindle Fire tablet or Kindle e-reader make a better gift, and not send your family member or friend down the path of spending more at Amazon? 

Alas, no. Kindle devices also create loyal Amazon customers. They don’t spend quite as much as Echo owners, but they are still better than average Amazon shoppers.

Somewhat fewer Amazon customers own either a Kindle Fire tablet or a Kindle e-reader than an Amazon Echo. Fire tablets provide full tablet computing capabilities, while the e-reader is used only to read books, magazines, and related content. 23% of Amazon customers own a Fire tablet, while 17% own an e-reader.

Amazon customers that own either device spend more than average, though, at $1,400-$1,500 per year (Chart 1). This compares to the overall average spending of $1,100 per year for all Amazon customers.