Amazon consumer electronics chief Panos Panay in New York City on Sept. 30, 2025. Courtesy AmazonAt a big ol’ press event in
New York Cit-ay, Amazon debuted an array of new gadgetry, much of it linked by its new Alexa+ smart assistant.
There were
new Echo speakers and displays with better chips and sharper sound, including a Dot Max ($100), a fancy new Studio ($220), a Show 8 ($180), and a Show 11 ($220).
There was a trio of
lithe Kindle Scribe e-readers that promised snappier interfaces, including the standard Scribe ($430), Scribe With Frontlight ($550), and Scribe Colorsoft ($630).
There were new,
Alexa-infused Fire TV devices with lower prices, too: the Omni series ($480 and up), 4 series ($330 and up), and 2 series ($160 and up).
And we can’t forget Amazon-owned Ring. Founder Jamie Siminoff, who boomeranged back to the company this year, announced
a clutch of new face-recognizing cameras—two “Retinal 2K” and four “Retinal 4K” devices, doorbells and outdoor cams among them.
Amazon doesn’t share how much money it makes from hardware sales; tellingly, it instead prefers to report or highlight store sales, ad revenue, and subscriptions. Which should tell you exactly what’s at stake here.
—AN