We’re at Amazon’s fall 2025 hardware event in New York City, where the company is set to announce a bunch of new gadgets ahead of the holidays. Amazon’s teaser image for today suggested new Kindles, Echos, and maybe a TV. Whatever it is, it’s been a long time coming: Amazon CEO Andy Jassy promised “beautiful” new hardware back in February, which is when the key software they’ll be running — Alexa Plus — made its debut.
Whether Amazon can make Alexa Plus useful is the real question beneath all of today’s announcements. The AI-powered assistant is off to a promising start, but on current devices, it can be sluggish when responding and still misunderstand your intent. New hardware can help with some of that, but it can only go so far when it comes to LLMs.
Things kick off at 10AM ET / 7AM PT. There’s no video feed for this one — we’re just going to go hard in the paint right here from the audience for you.