Boeing launched the 737-900 in 1997 with an order from Alaska Airlines. It was the largest Next Generation 737 and was meant to counter the Airbus A321. Boeing simply added another fuselage plug to the -800. It first flew on August 3, 2000, and Alaska began service in 2001. On paper it finally matched the A321 for seats. Boeing expected the orders to follow easily.
In practice the first version sold poorly, because its exit layout capped seating at 189. Boeing answered with the 737-900ER, launched in 2005 for Lion Air. That model added an extra pair of exit doors, a flat rear pressure bulkhead, optional extra fuel tanks, and strengthened wings and landing gear. Lion Air needed every single seat it could get. Those changes completely transformed the sales pitch.
The -900ER flew on September 1, 2006 and entered service with Lion Air in April 2007. Maximum seating rose to 220 and range became strong again. Around 500 of the ER model were built before production wound down in favor of the MAX 9. United, Delta and Alaska still lean on it for dense domestic routes, where low trip costs pay off. Many airframes are still relatively young.