Amazon has overhauled its consumer hardware line-up, unveiling new Echo speakers, Kindle e-readers, Fire TV sticks and Ring cameras.
The move underlines how serious Amazon is about competing with Apple and Google in the fast-moving AI devices market.
The launch in New York marked the first major refresh under Panos Panay, the former Microsoft hardware chief who joined Amazon in 2023.
His message was clear – Amazon wants to build products people are proud to display in their homes, while also keeping prices accessible.
“The superpower of designing for cost is such a rare talent,” Panay told reporters. “When you just anchor on that and now you’re making great products and you can serve everyone — that’s how we can have impact on the world.”
Amazon is muscling up to Apple and Google in the the AI-powered devices space
Alexa+, Amazon’s AI-powered assistant, was front and centre.
The service costs US$20 ($30) a month but is bundled free with Prime. Already available in early access on some Echo devices, Alexa+ personalises responses, can distinguish between household members, and integrates with apps to serve customised content.
At the hardware level, Amazon is repositioning its range into three tiers: entry, core and ‘signature’.
The premium signature line aims to boost profit margins, while entry-level products such as a refreshed US$40 ($60) Fire TV stick are designed to keep Alexa in as many homes as possible.
Panay has also flagged new form factors, including wearables and smart glasses, to bring Alexa to more environments.
Amazon is not alone in chasing the ambient AI vision.
Apple has just rolled out new iPhones, which boast on-device generative AI and cloud-based Apple Intelligence. Google continues to embed AI across Android, and Meta recently launched AI-powered smart glasses.
Amazon’s bet is that homes filled with AI-first devices will make Alexa indispensable — and turn its devices arm from a loss leader into a growth engine.
With Panay reshaping Amazon’s design culture and roadmap and the devices unit is no longer content to play catch-up.
It wants to become the next big business inside the company.