Amazon is set to unveil its latest hardware offerings during its 2025 fall event on Tuesday, September 30th. The company’s invitation hints at new Echo products and a refreshed Kindle model. This event marks a significant occasion for Panos Panay, who took the reins of Amazon’s devices and services division in 2023, following an extensive tenure at Microsoft where he contributed to the development of successful products like the Surface line.
Under Panay’s guidance, Amazon has made notable advancements, including the launch of a new series of Kindle devices last year — featuring the first color Kindle — and the introduction of its AI-enhanced Alexa Plus assistant. So, what can consumers anticipate at this upcoming event?
At least one new Echo product
The invitation suggests that Amazon may reveal two new products featuring the signature blue Echo ring, indicating that fresh Echo smart speakers are on the horizon. However, which models will be introduced remains unclear.
A redesigned standard Echo could be forthcoming, as the last model was launched in 2020. The outline in the event teaser’s top left corner might be indicative of this. The shape on the right appears similar to the Echo Studio, which also warrants an upgrade since its last refresh was in 2023.
While my predictions could be off, if you are in the market for smart speakers and are already engaged with Amazon’s Alexa and Echo ecosystem, waiting to see what is announced during this event may be prudent.
A color Kindle Scribe
From the event invite, one notable detail emerges: a color rendition of the Kindle logo is featured. Additionally, small text in the image hints that Amazon may announce a color variant of the Kindle Scribe, referring to “with the” and “stroke of a pen.”
The original Scribe, a tablet-sized E Ink device designed to work with a stylus, launched in 2022, with a second-generation model following in the previous year. However, neither version featured a color screen, suggesting this could be a logical next step.
A smaller color Kindle
Recently, a Reddit user shared images of a prototype Kindle described as smaller than the 11th-generation Kindle, featuring the branding “Kindle Petit Color.” Reports indicate that this prototype offers improved color options compared to last year’s Colorsoft model, which faced challenges due to discoloration issues that required Amazon’s intervention. My confidence regarding this prediction is lower, especially since Amazon has recently released a more affordable Kindle Colorsoft, which lacks some features of the Colorsoft Signature Edition, such as wireless charging.
New TV hardware and potentially a new TV OS
An image in the invitation suggests the possible announcement of new TV hardware. However, significant news may center around Vega OS, a new operating system for Amazon’s Fire TVs that is not based on Android. Reports suggest this OS could launch imminently during the event.
Vega OS is already somewhat public knowledge, with Amazon job postings referencing it. The operating system is already found in devices such as the Echo Show 5, Echo Hub smart displays, and Echo Spot smart clock. Should Amazon choose to elaborate on Vega OS for its TVs at this event, it would represent a significant public unveiling.
Alexa Plus announcements or upgrades
The Alexa Plus initiative is crucial for Amazon as it seeks to rival other leading AI assistants, including OpenAI’s ChatGPT and Google’s Gemini. Although the revamped Alexa is still in the early access phase, this event could serve as a platform for Amazon to provide updates on the rollout and unveil new features for the assistant.
Other unexpected hardware
During the tenure of David Limp, now leading Jeff Bezos’ space venture Blue Origin, Amazon’s hardware announcements were known for their surprises and range, highlighting devices integrated with Alexa like Echo Buttons, the Echo Wall Clock, and even an Alexa-enabled microwavес. Although these products have since been discontinued, the possibility of another unexpected device being announced remains.
