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Amazon will kick off its 2025 fall hardware event today, September 30th, at 10AM ET / 7AM PT, and the company has already teased a few new products we should expect.
Based on the company’s own event invite, it seems like we can look forward to at least two new Echos, a new color Kindle, and some kind of TV hardware. Amazon might also share new information about Alexa Plus, its AI-powered revamp of Alexa that launched earlier this year. And the company used to announce all kinds of Alexa-enabled products at its fall events, so perhaps Amazon will bring some of that chaotic energy to this show as well.
This will be the third major product event for Panos Panay after he joined Amazon from Microsoft in 2023. The Verge will be covering the show live from New York City, and you can follow along with all of our coverage of the event right here.
Alexa Plus is smarter — but it’s not yet smart enough
The new UI on the Echo Show 21 is a big improvement, but Alexa Plus needs a deeper integration with its screen-based hardware.
This week, Amazon will launch new Echo hardware designed to supercharge Alexa Plus, the AI-powered upgrade to its voice assistant. I’ve been using Alexa Plus for the last few months as part of its Early Access program, and while the new assistant is off to a promising start, it’s still clearly a work in progress.
To fix Alexa, Amazon had to break it apart and rebuild it. The result is a hybrid smart home assistant, personal assistant, and Amazon’s answer to ChatGPT. Right now, in its Beta phase, this new Alexa isn’t doing any of those things as well as I’d hoped.
What to expect from Amazon’s big fall hardware event on Tuesday
Image: The Verge
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.
Amazon announces its fall hardware event
Amazon has sent out invitations to its annual fall hardware event, where it traditionally launches a slew of new products, including Echo smart speakers, Fire TV devices, Kindles, and sometimes dozens of other gadgets. The event is scheduled for Tuesday, September 30th, 2025, in New York City.
The invitation hints at new Kindles — possibly a color Kindle Scribe? As well as new Echo devices, indicated by a blue Alexa light. Amazon CEO Andy Jassy said earlier this year that the company would be releasing beautiful new hardware this fall. The Verge will be on the ground at the event later this month to cover all the announcements.
