The worldwide tablet market continued to stay sluggish with vendors shipping 43 million units in the three months to the end of September, down 14.7 percent year-on-year, according to research from the International Data Corporation (IDC).
But Amazon bucked the trend, shipping 3.1 million units, up from 800,000 a year ago, representing a 319.9 percent surge. The e-commerce giant is the third-largest tablet vendor with 7.3 percent market share.
It's important to note that Amazon is coming off a low base and IDC did not include the 6-inch version of its Fire tablet in the third quarter of 2015 as it did not meet the study's criteria at the time. This helped it gain the unprecedented year-on-year growth as it was counted this year. The company was helped by a Prime Day sale in early July.
"The already low-priced device was offered at a 30 percent discount then, and continued to remain popular throughout the rest of the quarter. The new Fire HD 8 released in early October will likely perform well in the holiday quarter as it follows Amazon's strategy of selling low-cost tablets as a gateway and companion to its ecosystem," IDC said in its report.