Amazon's Panos Panay Unveils New Devices and Alexa+ Strategy
Panos Panay, ex-Microsoft executive, has taken the helm of Amazon's device division in 2023. He's assembled a team of former colleagues, including Aidan Marcuss and J Allard, to drive innovation and profitability. Meanwhile, Amazon's Alexa+ service has attracted double-digit millions of users since its launch in March 2025.
Panay's strategy is clear: offer quality devices across all price points. The new lineup includes updated Echo speakers, Kindle e-readers, and an improved $40 Fire TV stick. The Kindle Scribe can upload notes, enabling Alexa queries on speakers. Amazon's acquisition of Bee, a startup that made a wristband recording a person's day, is set to connect with Alexa+.
The new Echo Show uses AI to recognize users and display personalized content. Panay's vision extends beyond screens, aiming to create devices that reduce screen time and work in the background. Alexa+, priced at $20/month or free with Prime, has gained traction with its AI-powered voice assistance.
Panay's leadership at Amazon is marked by strategic hiring and innovative product development. With a focus on quality and accessibility, the new device lineup and Alexa+ service are poised to strengthen Amazon's position in the market.
