Apple led the market with 12.6 million units shipped, capturing a 31.7% share. While Apple saw only 1.4% growth in shipments, its market share slipped from 37.7% in the same quarter last year, which was due to reduced consumer demand.

Samsung followed in second place, shipping 7.1 million units for a 17.9% market share. The company experienced an 18.3% growth in shipments over the last year, driven largely by the popularity of its budget Galaxy Tab A9 series. However, its market share decreased slightly from the previous 18.2%.

Amazon recorded the highest growth rate among the top players, with 111.3% year-over-year increase, reaching 4.6 million units. 

This surge pushed Amazon’s market share to 11.6%, up from 6.6% last year. Prime Day promotions were a major contributor to this success, boosting demand for Amazon’s tablet lineup.

Huawei also posted strong gains, recording a 44.1% growth rate and 3.3 million shipments, increasing its market share to 8.2%. The company’s affordable MatePad SE 11 proved popular in emerging markets, bolstering Huawei’s standing.

Rounding out the top five, Lenovo shipped 3 million units, capturing a 7.6% market share and seeing a 14.7% year-over-year growth. 

Lenovo’s sales improved particularly in China and Western Europe, but the company’s share declined slightly from last year’s 8.0%.

Other tablet brands collectively accounted for 9.1 million shipments, representing a 22.9% market share and a steady demand for alternative devices. 

The holiday season is approaching, and this is a good time for tablet makers to boost sales, with a focus on new model releases and promotional events to capture further consumer interest.