Amazon’s Alexa might have started off as a pipe dream, hoping to compete with Apple’s Siri and Google’s own efforts (which is now known as Assistant).

But the digital personal assistant from Amazon has turned into one of the most popular options out there. As was reported on Friday by The Verge, Amazon has confirmed that the company has sold 100 million Alexa-enabled devices out there in the wild. That doesn’t just mean Echo-branded smart speakers, but rather includes all the devices out there that are Alexa-enabled.

Still, even if that does broaden the available devices, it’s still an impressive milestone for Amazon. The holiday seasons have helped in the past, especially with deals all over the place to reduce the cost for the devices where Alexa can be found. Indeed, Echo devices like the Echo Dot were apparently flying off the shelves, and Amazon saw a huge boost from the holiday sales according to Amazon’s Senior Vice President of Devices and Services, Dave Limp:

“While the company claims it outstripped its most optimistic expectations for the Echo Dot during the holiday season, Limp wouldn’t give a number for that. Instead, Limp says, Amazon is sold out of Dots through January, despite “pushing pallets of Echo Dots onto 747s and getting them from Hong Kong to here as quickly as we possibly could.”

It turns out that the Echo Dot was very popular this holiday season, and, at the time of publication, the smart speaker is still sold out until early February.

Limp goes on to say that he does not believe that the digital personal assistant market is going to be dominated by one option, even if Alexa is obviously out there in the world on a lot of devices. Limp says there will be “multiple players” for quite some time into the future, and says that there will be more than just one or two, for that matter:

I don’t think it falls into a sporting event,” Limp says, “where there’s going to be one winner.” He adds, “There will be multiple players for the foreseeable future. I don’t think it’s only going to be only two, either. I think there will be more than that.

100 million devices sold with Alexa on board is pretty impressive. Of course, there are billions of devices out there that have Siri preinstalled on them out there in the wild now, which is certainly impressive in its own right. But, there is something to be said about the fact that people want these smart speakers, specifically with Alexa on board, rather than just adopting a digital personal assistant because it’s built into their device.

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