The online retailer does not only lead in terms of desktop retailing but has also taken to mobile commerce. Amazon Mobile is one of the most popular apps in the United States. The Amazon app via smartphone is also the second-most popular purchase channel of Amazon buyers in the United States.
The company also offers its own line of personal electronics, most importantly the Kindle electronics range. Originally offered as a basic e-reader, the Kindle has strongly influenced e-book sales. The current Kindle Fire tablet range has transformed into a line of devices that also enable the consumption of media within the Amazon ecosystem. According to a survey of Prime households, Amazon Prime Video was the most popular value-added digital service, followed by music and e-book rentals. As of end-2014, Amazon has also made headway into smart electronics with its smart speaker called Amazon Echo, which in turn connects to the voice-controlled personal assistant service Alexa. Alexa's audience size ranks far behind iOS's Siri, Samsung's S Voice and Google - as of December 2016, Alexa had 2.6 million monthly unique users in the United States.
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