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Well of course you have to think that back then she was new, something never seen before (think about it: every big female idol was something never seen before in Japan [Utada with R&B and Koda Kumi with her ****tyness, for example]). She was not the typical idol, so because of the novelty, she became really popular. Aside from that, the demographic that buys more is usually teenagers or young adults: Ayu debuted 10 years ago. The fans who were at around that age spam back then (and thus lived her rise to fame in first person) are now between 26-35 year old more or less. People don't buy CDs that much when they are older, and is not the same to live her rise and like her then, than to like her now, when she is more established and there's a lot of singers who are similar to her nowadays in terms of style and music.
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