The way that I look at this is that this is the first generation of Amazon hardware that has your fingers on it. Right. And is a place to start.Could we talk a bit about the hardware innovation, the areas that you feel are most important here in this generation. Yeah, I think this is a first. It's an incredible team that's building these products.And these products are designed from the silicon, quite literally. This is custom silicon built for the Alexa products, but there's also a focus right now on the s ...

Core Insights - The new generation of Amazon hardware, particularly the Alexa devices, emphasizes custom silicon and enhanced sensing capabilities, which are crucial for proactive user interactions and improved sound quality [2][4][24] - The introduction of Alexa Plus aims to create a more conversational and ambient AI experience, allowing users to engage without distractions from their smartphones [6][9][10] - Amazon is focused on providing full control to customers regarding their data and interactions with Alexa, ensuring privacy and user empowerment [10][11][12] Hardware Innovation - The Alexa devices are designed from the ground up with custom silicon, enhancing their performance and capabilities [2][5] - New hardware features include advanced microphones, superior sound quality, and improved sensing technology, which collectively enhance user experience [24][26] - The devices are backward compatible with older models, ensuring that a vast majority of existing customers can still access Alexa Plus features without needing to upgrade [23][24] Market Positioning - Amazon aims to attract a new customer base with aesthetically pleasing and functional devices that fit seamlessly into homes [13][14] - The company balances affordability with premium offerings, providing a range of products from $49 to $499 to cater to different customer segments [18][19] - The focus is on creating a comprehensive ecosystem of devices that work together, enhancing the overall user experience [30] Customer Engagement - Currently, over 10 million users have access to Alexa Plus during its early access phase, with high engagement levels reported [21] - The company is committed to continuous feedback and improvement based on user interactions with the new hardware [25][27] - Amazon's strategy includes making devices that are not only functional but also desirable, encouraging users to engage with the technology [17][30]

Okay, so right here we have the new Echo domax from Amazon and now the Echo Studio. And then we have the Echo Show 8 here. And then we have the new Echo Show 11, which is a little bit bigger.Those are the new Echo devices. ...