Analyst(s): Olivier Blanchard
Publication Date: October 22, 2025

Amazon introduced four Echo devices built for Alexa+ and refreshed Fire TV, Ring, Blink, and Kindle lineups. Early access to Alexa+ comes out of the box with new Echo units, while broader rollouts and partner integrations expand how and where Alexa+ operates.

What is Covered in this Article:

• Four new Echo devices (Echo Dot Max, Echo Studio, Echo Show 8, Echo Show 11) purpose-built for Alexa+ with custom AZ3/AZ3 Pro silicon and Omnisense sensing.
• Broader event updates across Fire TV (including Vega OS on Fire TV Stick 4K Select), Ring 2K/4K lineup with Retinal Vision, Blink Arc dual-cam, and new Kindle Scribe models.
• Alexa+ pricing and availability (free for Prime; $19.99/month otherwise), Early Access bundling with new Echo devices, and staged rollout in the U.S.
• Partner ecosystem and distribution updates, including the forthcoming Alexa+ Store and integrations across third-party devices and services.

The News: Amazon recently unveiled four new Echo devices built from scratch for Alexa+: the Echo Dot Max ($99.99), Echo Studio ($219.99), Echo Show 8 ($179.99), and Echo Show 11 ($219.99). Each features custom AZ3/AZ3 Pro chips and the new Omnisense sensor fusion platform, designed to make Alexa+ more proactive, personalized, and locally processed. U.S. buyers get Alexa+ Early Access out of the box, with the Echo Dot Max and Echo Studio launching October 29, and the Echo Show 8 and 11 arriving November 12.

Outside of Echo, Amazon’s fall 2025 devices event also brought updates across its lineup: new Fire TV hardware (with the Fire TV Stick 4K Select running Vega OS), upgraded Ring cameras with Retinal Vision and 4K support plus a “Search Party” feature for finding lost pets, Blink’s dual-camera Arc with 180-degree coverage, and three new Kindle Scribe models, including the Colorsoft. Alexa+ is priced at $19.99 a month but comes free for Prime members, rolling out first to households with Echo Show 8, 10, 15, and 21 units.

New Amazon Devices Signal the Expansive Market Potential of Alexa+

Analyst Take: Amazon’s new Echo hardware and the expanded updates across Fire TV, Ring, Blink, and Kindle enhance the Alexa+ rollout with refreshed devices and pricing, and clear timelines. The focus is clear: silicon optimized for on-device AI, sensor fusion for better context awareness, and bundled access that lets Alexa+ work right away on new Echo units.

The phased rollout of Alexa+ and growing third-party support also hint at a strategy that goes far beyond Amazon’s own speakers and displays. Altogether, the announcements shape Alexa+ into a multi-device, task-oriented assistant, powered by hardware made specifically for it, and supported by a wide ecosystem of related products and services.

Hardware Built to Run Alexa+

Amazon’s Echo Dot Max, Echo Studio, Echo Show 8, and Echo Show 11 are built around the new AZ3/AZ3 Pro chips and Omnisense platform. The chips include an AI accelerator that improves speech detection, wake-word accuracy, and on-device language and vision model support. Omnisense merges inputs from cameras, microphones, ultrasound, and Wi-Fi to enable smarter, proactive routines. Updated audio and display tech deliver richer sound, sharper visuals, and adaptive interfaces on the Show models. Overall, the lineup is designed to bring Alexa+ to life in a more natural and consistent way.

Smart Displays as a Household Control Surface

The new Echo Show 8 and 11 feature sharper displays, wide-angle 13MP cameras, and adaptive interfaces that shift from ambient visuals to a personal Home view when someone approaches. They combine home management tools – like media controls, shared calendars, and Ring camera summaries, into a single hub. Built-in Zigbee, Matter, and Thread support makes it easier to control a wide range of smart devices. The Shows also display shopping updates and personalized recommendations based on user preferences, turning them into practical household dashboards rather than simple voice assistants.

Adjacent Device Categories Reinforce the Core

Here is a quick summary of some of Amazon’s other Alexa+ enabled device announcements:

• Fire TV now includes a stick powered by Vega OS and affordable TVs featuring Omnisense and Dialogue Boost.
• Alexa Home Theater can link up to five Echo Studio or Echo Dot Max units with Fire TV sticks for self-optimizing surround sound.
• Ring’s latest lineup adds Retinal Vision with 2K and 4K video, Familiar Faces and Alexa+ Greetings (which bring personalization, intelligence and utility to facial recognition), and its useful new “Search Party” pet-tracking feature.
• Blink’s Arc offers a stitched dual-camera 180-degree view, while upgraded 2K models add better night vision and noise-cancelled two-way talk, and more modular options.
• The Kindle Scribe updates – especially the new Colorsoft and AI reading tools – round out the ecosystem, keeping Alexa+ woven into everyday entertainment, security, and reading experiences. I was so impressed with the new Kindle Scribe Colorsoft’s features (and not just the AI-enabled ones), that I will have to dive into them in a separate note.

Ecosystem, Partners, and the Alexa+ Store

Amazon also previewed the upcoming Alexa+ Store, a hub for discovering and enabling connected services and devices from partners like TaskRabbit, Fandango, Priceline, Uber, Lyft, Thumbtack, GrubHub, and Yahoo Sports.

Hardware makers including Bose, Sonos, LG, Samsung, and BMW plan to add Alexa+ support to their products, from speakers and TVs to vehicles. This broadens where Alexa+ can operate, coordinate tasks, and manage subscriptions like Amazon Music, Kids+, and Emergency Assist. By connecting third-party partners and simplifying setup, Amazon is extending Alexa+ access beyond Echo devices and into daily life across multiple platforms.

This works on three levels:

1. By expanding Alexa+ touchpoints, Amazon can scale discovery, familiarity, ubiquity, adoption, preference, and make it the de facto voice-first AI assistant for consumers. Amazon is essentially training technology users to expect Alexa+ integration and UX; familiarize them with its interface, utility, and performance; and drive more user interactions, which further accelerates this positive user utility feedback loop.
2. From a market perception standpoint, this helps establish Alexa+ as the default voice UI AI assistant for smart home devices. This both strengthens (and validates) the platform’s competitive advantage over rivals like Google and Apple, incentivizes broader adoption across the smart devices ecosystem.
3. As the Alexa+ install base expands, and daily usage of the platform increases, so do the pools of customers and potential customers that Amazon can use Alexa+ to pull into its subscriptions, services, and transaction sales funnel. In other words, Alexa+ is also a potentially very effective revenue engine accelerator for Amazon.

What to Watch:

• Alexa+ rollout cadence in the U.S., starting with prioritized Echo Show households and Early Access included with new Echo devices.
• Shipping timelines: Echo Dot Max/Echo Studio on October 29; Echo Show 8/11 on November 12; Ring “Search Party” for dogs in November.
• Alexa Home Theater bundles pairing Echo Studio/Dot Max with Fire TV sticks for simplified multi-speaker setups.
• Expansion of Alexa+ Store and third-party integrations, including planned additions from Bose, Sonos, LG, Samsung, BMW, Withings, and Wyze.
• Fire TV stick and TV lineup adoption, including Vega OS on Fire TV Stick 4K Select and Omnisense presence features on TVs.

See the complete roundup of Amazon’s 2025 Devices & Services event on the Amazon website.

Disclosure: Futurum is a research and advisory firm that engages or has engaged in research, analysis, and advisory services with many technology companies, including those mentioned in this article. The author does not hold any equity positions with any company mentioned in this article.

Analysis and opinions expressed herein are specific to the analyst individually and data and other information that might have been provided for validation, not those of Futurum as a whole.

Other insights from Futurum:

Amazon Q2 FY 2025 Revenue Tops View; Profit Outlook Disappoints Street

Application Security, Identity, & More at AWS re:Inforce 2025

AWS Puts S3 and Next Generation of SageMaker at the Heart of Its Data and Analytics Strategy During Pi Day 2025

Image Credit: Amazon

Author Information

Olivier Blanchard

Olivier Blanchard is Research Director, Intelligent Devices. He covers edge semiconductors and intelligent AI-capable devices for Futurum. In addition to having co-authored several books about digital transformation and AI with Futurum Group CEO Daniel Newman, Blanchard brings considerable experience demystifying new and emerging technologies, advising clients on how best to future-proof their organizations, and helping maximize the positive impacts of technology disruption while mitigating their potentially negative effects. Follow his extended analysis on X and LinkedIn.