Amazon Announces Hardware Event on September 30

Amazon has started sending media invites for an upcoming hardware event on September 30, 2025, in New York (via The Verge). The teaser image suggests that the company will announce new Kindle e-readers as well as Alexa-powered devices, which seems timely as the company recently started testing its next-gen Alexa+ assistant in the US.

Except for a Kindle-focused event back in October 2024, Amazon didn’t hold a big hardware event last fall. In February, Panos Panay, Senior Vice President of Amazon’s Devices & Services business, officially unveiled Alexa+ during an event in New York, but the new assistant didn’t come with new Echo speakers or smart displays.

Amazon last refreshed its Echo lineup with a new Echo Show 15 and larger Echo Show 21 back in November 2024. Other products like the Echo Dot haven’t been updated since the release of the 5th-gen version back in September 2022, so it’s probably time for an update. Amazon did say that its next-gen Alexa+ assistant would come soon to existing Echo devices, Fire TV, Fire tablets, even though some older-gen Echo speakers will be stuck with the original Alexa.

Later this month, it will be two years since Panos Panay became Amazon’s new Devices & Services leader following his departure from Microsoft. Amazon’s upcoming devices will likely be the first to be developed entirely under his leadership.