Amazon is hoping to sell as many as 10 million of its voice-activated Echo devices next year, which would make it a roughly $1 billion hardware business, according to a person with direct knowledge of the projections.

That would be an increase from the 3 million units Amazon hopes to sell this year—a number that was projected before the beginning of the year, said the person, who doesn’t have access to actual sales figures. That’s up from 1 million devices Amazon is thought to have sold in the latter half of 2015, after it became widely available in the U.S. Amazon hasn’t released sales figures for the device.