Amazon has sold more than 100 million devices that have been pre-installed with its Alexa assistant, which can currently be used to buy tickets for the West End via London Theatre Direct.

The company’s senior vice president Dave Limp revealed the new metric to The Verge on Friday, highlighting the huge increase in inputting the voice assistant into different hardware devices.

The company did not clarify whether all the devices were Amazon-built Echo devices and how many were designed by third-party original equipment manufacturers (OEMs).

Amazon is looking to include Alexa into a vast array of technologies, with it announcing more than a dozen new devices at its hardware event in September. These items with Alexa installed include a clock, a microwave and some redesign of existing products like the Echo.

Limp told The Verge that there are more than 150 Alexa-integrated hardware devices on the market, most of which shipped in 2018.

In December, Alexa integrated with Atom Tickets, the social movie ticketing platform for customers to buy cinema tickets via voice control.

London Theatre Direct (LTD) also offers fans the option to purchase tickets through Amazon Alexa, making it the first theatre ticket retailer to use the technology.

Image: Andreas Urena