Amazon is hosting its 2025 fall hardware event on Tuesday, September 30th, and it could be a packed show. The company’s invite has a few not-so-subtle hints about new Echos and a new Kindle. It will also be Amazon’s next big product event for Panos Panay, who joined Amazon in 2023 to head up its devices and services teams after a long career at Microsoft helping launch products like the Surface lineup.
Amazon has taken some big swings under Panay’s leadership, launching a suite of new Kindle products last year — including the first color Kindle — and announcing its AI-powered Alexa Plus assistant. What’s coming up next, then? Here’s what we think you can expect.
At least one new Echo product
Amazon’s invitation appears to tease two products with the company’s iconic blue Echo ring, so it looks like we’ll get new Echo smart speakers of some kind during the show. Which ones, though?
A new standard Echo seems like a safe bet, as the company hasn’t released one since 2020. Perhaps that’s the one in the top left of Amazon’s event teaser. The shape on the top right looks a little bit like an Echo Studio, which is also due for an upgrade. It was last refreshed in 2023.
I might be totally off-base with my guesses, but if you’re shopping for new smart speakers and are already invested in Amazon’s Alexa and Echo ecosystem, you might want to wait to see what Amazon reveals at this event before you buy anything new.
This one is easier to tease out from Amazon’s event invite: one of the pictures is a color version of the Kindle logo. But hidden in the corner of the image is a clue that Amazon might announce a color version of the Kindle Scribe: tiny text in the corner includes the words “with the” and “stroke of a pen.”
Amazon announced the first Scribe, a tablet-sized E Ink device that pairs with a stylus, in 2022, and it released a second-generation version last year. But both were missing a color screen, which seems like the next natural upgrade.
A Reddit user recently shared images of a prototype Kindle that’s apparently a bit smaller than the 11th-generation Kindle and has “Kindle Petit Color” branding. The prototype has colors that are better than last year’s Colorsoft, too, the user says. The first Colorsoft had a rocky launch due to a discoloration issue affecting some units that Amazon had to address. I have lower confidence in this one, though, since Amazon very recently launched a cheaper Kindle Colorsoft without some of the features of the Colorsoft Signature Edition, like wireless charging.
New TV hardware and potentially a new TV OS
The bottom-left corner of the invitation features a picture that resembles a TV, suggesting that Amazon will announce new TV hardware of some kind. But the bigger TV-focused news might be Vega OS, a replacement operating system for its Fire TVs that isn’t based on Android, and the OS could launch as soon as this week, according to Lowpass’ Janko Roettgers.
Vega OS is a bit of an open secret already; Amazon job listings have directly mentioned it, and the company already uses the operating system on the Echo Show 5, Echo Hub smart displays, and the Echo Spot smart clock. If Amazon uses this event to share more about Vega OS on TVs, it would mark a big public reveal for the operating system.
Alexa Plus announcements or upgrades
Alexa Plus is a major initiative for Amazon as it looks to compete with other popular AI assistants, such as OpenAI’s ChatGPT and Google’s Gemini. While the revamped Alexa is still technically rolling out in early access, Amazon could use this event as an opportunity to give an update on that rollout and announce new features coming to the assistant.
Other unexpected hardware
When David Limp, now the CEO of Jeff Bezos’ rocket company Blue Origin, led Amazon’s devices and services, the company’s hardware events were often packed with a dizzying number of new and unexpected products that worked with Alexa, including things like Echo Buttons, the Echo Wall Clock, and even an Alexa-enabled microwave. All three of those are now in the Echo graveyard, but Amazon could have another surprise product up its sleeves again. With Meta all-in on smart AI glasses, maybe Amazon will upgrade its Echo Frames?
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