Google outsold Amazon from the competitive smart speaker marketplace for the first time ever in the first quarter, a report from tech research firm Canalys claims. According to the report, Google shipped 3.2 million Google Home devices, while Amazon sold 2.5 million Echo devices in the quarter. Google seized 36 percentage of market share from the first quarter, versus 28% for Amazon. Amazon and Google representatives didn’t immediately return requests for comment. Amazon and Google do not break out earnings of the devices, so estimates are based on Canalys’ Smart Investigation support. We’ve reached out to Canalys to learn more about its own methodology. The outcomes are a stark turnaround from one year ago, when Amazon controlled almost 80 percent of the marketplace, versus 19 percent for Google. Canalys pointed to Amazon’s competition with traditional retailers as one key factor in Google’s growth. “Google has several benefits over Amazon that have helped it move ahead,” said Canalys Analyst Ben Stanton. “However, its biggest benefit is in the station. Operators and retailers tend to reevaluate Google’s speakers more than those from Amazon, since Amazon is in the tricky position of being a direct competitor. However, Amazon is fighting back hard, along with the sheer amount of Alexa Skills and smart home integrations will be hard for any competition to match.” Chinese e-commerce giant Alibaba arrived in third this past year, because of the Tmall Genie speaker launched annually. Alibaba shipped 1.1 million units in the quarter, led the way in China and seized 11 percent of their smart speaker market. Worldwide, over 9 million clever speakers shipped in the past, a figure that is up 210 percent within the calendar year prior. For the first time, U.S. imports created less than 50 percent of all sales because the proliferation of devices in places like China and South Korea have turned the smart speaker marketplace into a global phenomenon.