Surprise! Amazon is Announcing New Hardware Today

Posted on September 20, 2018 by Paul Thurrott in Amazon, Cloud, Hardware, Smart Home with 7 Comments

Amazon Echo Sub

Look out, Apple, Google, and Microsoft: Amazon is trying to muscle in on this month of tech device announcements. The online retailer suddenly revealed that it will announce new hardware today at 10 am PT/1 pm ET in Seattle.

Based on recent leaks—and the fact that Amazon last year pulled the same stunt—it’s not hard to guess what it will announce: New Alexa-based smart speakers and peripherals.

Indeed, within the past few days alone, we’ve seen leaks about a subwoofer called Amazon Echo Sub that will improve the firm’s standing with audiophiles and a smart plug.

And let’s not forget the CNBC report claiming that Amazon plans to release at least 8 new Alexa-powered devices before the end of the year. These include a microwave oven, an amplifier, a receiver, and an in-car gadget in addition to the devices noted above.

Aside from the fact that every personal technology giant on earth is busy stepping over each other to announce new products within the 30-day window between mid-September and mid-October, Amazon’s timing is good for another reason: Another report has confirmed that Google Home and other smart speakers based on Google Assistant have surpassed Amazon’s offerings. So Amazon is wise to dramatically expand its family of Alexa-based products.

More soon.


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Comments (7)

7 responses to “Surprise! Amazon is Announcing New Hardware Today”

  1. bluvg

    "improve the firm’s standing with audiophiles"

    To the extent audiophiles are buying these kinds of products, it's not for their sound quality.

  2. Tony Barrett

    Well, it was only a matter of time before Amazon tried to create an entire ecosystem around Alexa. I think they're really trying to justify it's existence, when all Amazon originally wanted for people buying these was to order stuff from them - which almost no-one does. Now it's 'Alexa everywhere', but while gadgets are fine to a point, you may just end up asking 'what is the point of Alexa' without any mobile traction to carry it. Gadgets tend not to move around much, unlike phones/wearables!

  3. red.radar

    I don't know how Amazon can impove the microwave. It already knows how to pop popcorn perfectly and bake my potato by just pushing a button.

    What could Alexa provide to the microwave?

    • mattbg

      In reply to red.radar:

      A covert way of getting Alexa into more houses?

      How many people would buy an Amazon microwave if it did the job and was affordable, whether or not included Alexa? A lot of those people may not otherwise want Alexa. It's one of those things that's in the kitchen and almost everyone has.

      As for what a microwave could do - it'd be great if I could put my phone in the microwave for 10 minutes and have it come out fully charged :)

  4. locust infested orchard inc

    Quote by Paul Thurrott:

    "More soon."


    "...Amazon plans to release at least 8 new Alexa-powered devices before the end of the year. These include a microwave oven,..."

    Errrr, no thanks Amazon. We're not interested in your so-called smart speakers. We shall not be duped by a microwave powered by Alexa.

    Alexa, toodles.

  5. Patrick3D

    The microwave is only 700 watt, it's gonna be a guessing game trying to figure out how long to cook something since instructions on frozen foods are typically based on an 1100 watt. I'm thinking of getting an Echo Input to connect to a PC for nothing more than voice controlled music playback via Amazon Music (the ultimate form of laziness?) and requested an invite for the Alexa Auto device. I mainly listen to Internet Radio via Tune-In on a phone and it would be nice to use voice control since Tune-In has a skill for Alexa, as well as use voice commands to get the heater/AC/fan running while on the drive home.

  6. Jeffsters

    Where have I seen that speaker before?