GoKawiilAmazon quietly raises prices on Kindle, Echo, Eero and Fire TV devices ahead of holiday sales
Amazon has increased prices by $20 to $100 across several of its hardware lines, including Kindle e-readers, Echo speakers, Eero routers and Fire TV devices, with the steepest hikes hitting its cheaper, best-selling models. An Amazon spokesperson told CNET the increases stem from rising memory and storage component costs, though Amazon would not comment directly to WIRED. Notably, the pricier Kindle Scribe lineup was left untouched despite using similar components.
GoKawiil's interpretation of the reporting above, not reported fact.
Because many devices are now listed as 'on sale' at prices close to their old standard cost, upcoming Prime Day and Black Friday discounts may look more generous than they actually are. Shoppers who assume holiday pricing reflects real savings could end up paying roughly what the same gadgets cost just months ago, following similar summer price increases from Apple and Kobo.
- Amazon raised prices $20-$100 on Echo, Eero, Fire TV and most Kindle devices.
- The company cites rising memory and storage costs, but Kindle Scribe prices stayed flat.
- Holiday 'sale' prices may just match recent pre-hike base prices, making deals look better than they are.
Amazon Kindle Paperwhite (12th Gen) — The Paperwhite is exactly the kind of device caught up in Amazon's recent price hikes, so it's worth watching closely before the holiday sales hit. Its glare-free display and weeks-long battery make it the go-to e-reader for travel and bedtime reading, and waterproofing means it survives the tub and the beach.
See Amazon Kindle Paperwhite (12th Gen) on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: wired.com — Nena Farrell, 2026-09-02
Published there as: “Amazon’s 2026 Holiday Deals Are About to Look Better Than They Are”
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