The company’s low-key product launch was designed to give each device more attention, according to Panos Panay.Oct 28, 2026, 12:46 PM UTCAmazon’s head of devices and Alexa, Panos Panay, sitting next to the newest generation of Echo Dot smart speaker.| Photo: Owen Grove / The VergeAmazon swapped its usual big fall hardware showcase this year for a series of smaller launches throughout October. So far this month, it has announced new Fire TV devices, new Kindles, the Alexa Tablet Pro 12, Ring’s first smart lock, new hardware from AI-wearable startup Bee, and new Blink 4K cameras.Then this week, it hosted journalists at a small event in New York City’s financial district to showcase its new Echo hardware.Panos Panay speaking to journalists at an event in New York City this weekPhoto: Owen Grove / The VergePanay next to an “exploded” version of the new Echo Show 16 smart display. Photo: Owen Grove / The VergeHe demoed the new Alexa Photo Frame with pictures of his own familyPhoto: Owen Grove / The VergePanos Panay, senior vice president of devices, Alexa, and Leo at Amazon, kicked off proceedings by explaining the company’s approach this year. “We have so many products we’re launching that are meaningful,” he said. “However, we get to this point when we do everything at once; not all your children get enough attention.” This longer rollout allows for more focus on each launch. He also teased two more launches still to come — from Ring and some “Echo on the Go” news — before explaining that today’s focus is “the most important focus we have, which is the home.”He then spent about 45 minutes introducing five new Echo smart speakers and displays — the Echo Show 16, Echo Time, Alexa Photo Frame, Echo Studio with Home Camera, and a new Echo Dot — with each product sitting on plinths in the warehouse-like space.He also demoed several new software features for the Echo Show smart displays that will start on the Show 16 and trickle down to existing Show products, including dedicated home screens, an interactive 3D map view for smart home control, and a meal planning feature.The new Echo Studio with Home Camera can act as a video calling device for a Fire TV.Photo: Owen Grove / The VergePanay demoed this feature by calling his parents.Photo: Owen Grove / The VergeHe also announced that they have “opened up Alexa Plus’ brain a little bit more,” unlocking a new layer of understanding in the generative-AI-powered voice assistant. He pointed out that AI in the home is still relatively new, and while it’s everywhere else, from your computer to your phone, the home has been harder to unlock.Amazon is looking to change this with Alexa’s “new brain” — an updated version of Alexa Plus with new capabilities including the ability to do “deeper research” alongside its usual use cases, such as controlling lights, setting timers, and playing music. To manage these deeper conversations, a new “Card” interface on Show devices collects each chat. Cards also appear in the Alexa app and on Alexa.com, so you can continue chats with the assistant wherever you are.The Echo Time is a new smart alarm clock that Panay says could replace the need to have your phone by your bed.Photo: Jennifer Pattison Tuohy / The VergePhoto: Jennifer Pattison Tuohy / The VergeAlexa Cards are a new feature that allow you to go back to previous conversations with the voice assistant. Photo: Jennifer Pattison Tuohy / The VergePanay demos the new Alexa interface on the Show (relayed to a Fire TV)Photo: Jennifer Pattison Tuohy / The VergeThe event continued in a selection of small rooms designed to feel like home spaces, where product engineers and designers demoed the new devices and explained their features.Read our full coverage of all the new products in our story stream.Panos Panay and Ring founder Jamie Siminoff show the new map view feature on Echo Show and Fire TVs, which cleverly integrates Ring cameras.Photo: Jennifer Pattison Tuohy / The VergeFollow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.Jennifer Pattison TuohyThe Verge DailyA free daily digest of the news that matters most.Email (required)By providing your information, you agree to our Terms of Use and our Privacy Policy. We use vendors that may also process your information to help provide our services. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Inside Amazon’s Echo hardware event
