Amazon’s early bet on home automation device Echo is paying off.

The e-commerce giant has a 70% share of the emerging voice-controlled speaker market compared to 23.8% for rival Google, research firm eMarketer said on Monday.

Amazon’s huge lead puts it in a strong position in a fast growing business. In addition to making money from selling the devices, Amazon also benefits from Echo users buying more products from the company’s marketplace.

Use of voice-controlled speakers is soaring. An estimated 35.6 million Americans will use one at least once a month in 2017, a 128.9% increase over last year, eMarketer predicts.

Amazon debuted Echo in 2015 as an alternative to using smartphones, tablets, and computers at home. It allows people to use their voice to get answers to questions, turn on lights, order items like diapers, and even request an Uber car pick them up.

Amazon has since incorporated it Alexa voice assistant, which powers the Echo,…