Amazon has sent out invitations for its annual fall hardware showcase, confirming the event will take place on Tuesday, September 30th, in New York City. The show, which kicks off at 10 AM ET, is expected to feature a barrage of new and updated devices, including Echo speakers, Kindles, and Fire TV products. This event marks a significant moment for Amazon’s Devices & Services division, as it will be the first major hardware launch developed entirely under the leadership of Panos Panay, who took the helm in late 2023 after leaving Microsoft.
Decoding Amazon’s cryptic invitation
The event invitation features a composite image that offers some not-so-subtle clues about what’s on the docket. One quadrant clearly shows a Kindle-like device, which, based on its thin bezels, could be a new color version of the Kindle Scribe. TechRadar points out a sliver of text on the image reading “with the […] stroke of a pen,” strongly hinting at a colorful e-note taker. Another section of the invite teases a new Echo smart speaker. Given that the standard Echo hasn’t seen a major redesign in nearly five years, and the high-end Echo Studio is due for an update since its 2022 debut, a new flagship speaker seems likely. This new hardware would almost certainly be designed to showcase Alexa Plus, the company’s revamped LLM-powered assistant.
The other hints are a bit murkier. One segment appears to be a TV screen or display, suggesting either a new range of Fire TV sets or possibly a new Fire tablet. Rumors of a major tablet revamp featuring stock Android instead of Fire OS have circulated, but sources suggested that shift might not happen until 2026. Another clue points toward new Echo Buds. Amazon’s earbud line has followed a predictable two-year refresh cycle, making a 2025 update probable.
The first real test of the Panos Panay era
Amazon notably skipped its traditional large-scale hardware event in 2024, opting instead for quieter releases before hosting a hardware-free event in February 2025 focused entirely on relaunching Alexa Plus. With CEO Andy Jassy promising “beautiful new hardware” this fall, the pressure is on Panay to deliver a compelling and cohesive vision for Amazon’s gadget ecosystem, which has in the past been criticized for its scattershot, everything-at-the-wall approach.
Beyond the usual suspects, we could see updates to more niche products like the Echo Auto, an in-car Alexa device that has been unavailable for some time. But the real wildcard is smart glasses. Amazon’s event is scheduled just two weeks after Meta Connect, where the company is widely expected to launch its first consumer smart glasses with a heads-up display, reportedly called Hypernova. While Amazon’s current Echo Frames are audio-only, the company may feel pressured to respond. Recent reports based on information from The Information claim Amazon is developing its own HUD glasses, codenamed “Jayhawk,” for a late 2026 or 2027 release, positioning it as a direct competitor to Meta. While we aren’t likely to see Jayhawk this month, an updated version of the existing Echo Frames—perhaps one with a camera—could be announced to keep pace in the burgeoning wearables war.
Sources
- TechRadar: Amazon teases major hardware launch – here are 5 things to expect, from new Echos to Kindles
- The Verge: Amazon has sent out invitations to its annual fall hardware event
- Engadget: What to expect at Meta Connect 2025: ‘Hypernova’ smart glasses, AI and the metaverse
- Gizmodo: Amazon Thinks It Can Kick Meta Ray-Ban’s Ass, Report Says
- UploadVR: Amazon Is Reportedly Working On Its Own HUD Glasses
