Amazon Unveils Next-Gen Echo Devices & AI-Powered Alexa+

The tech giant, Amazon has announced an impressive lineup of smart home products at its September 2025 hardware launch’s latest event.

The Seattle-based tech giant introduced next-generation Echo devices, Fire TV models, upgraded Fire TV Sticks, and security cameras from its subsidiaries Blink and Ring. A major highlight of the event was the introduction of Alexa+, Amazon’s next-gen AI-powered voice assistant, designed to be more conversational and personalised.

Fire TV Stick 4K Select with Vega OS

One of the key launches was the Amazon Fire TV Stick 4K Select, which now supports 4K Ultra HD playback and HDR10+ as technological features.

The device runs on Amazon’s new Vega operating system, which the company claims offers faster app launches and smoother performance compared to previous versions.
Similar to earlier models, the Fire TV Stick 4K Select can be plugged directly into a 4K television, offering easy access to popular streaming platforms.

Fire TV Omni QLED, 4-Series, and 2-Series Smart TVs

Amazon has also refreshed its smart TV portfolio with the new Fire TV Omni QLED Series, which the company claims are 60% brighter than the older models. These TVs feature nearly double the local dimming zones, enabling deeper blacks and brighter highlights. The Omni QLED range also supports Dolby Vision and HDR10+ Adaptive technology.

Equipped with ‘Omnisense Technology‘, these TVs can automatically turn on when someone enters the room. In Energy Saving mode, they display artwork or photos before eventually powering off. Importantly, the new Fire TV models also come with Alexa+ integration.

The Fire TV Omni QLED Series starts at $479.99 (approx. INR 43,000) and is available in 50-inch, 55-inch, 65-inch, and 75-inch options. Pre-orders are open now, with shipping set to begin from October 2025 onwards.
The Fire TV 4-Series is priced at $329.99 (approx. INR 29,000)
The budget-friendly Fire TV 2-Series starts at $159.99 (approx. INR 14,000)

The company has also expanded its Echo smart speaker lineup with the launch of the Echo Dot Max, Echo Studio and two new smart displays – Echo Show 8, and Echo Show 11. These devices are powered by Amazon’s in-house AZ3 and AZ3 Pro processors, featuring an AI accelerator designed to run advanced edge AI models. This promises improved responsiveness, better sound processing, and smoother Alexa+ integration.

Kindle Scribe (Third Generation)

Amazon introduced two new versions of its Kindle Scribe e-reader, one featuring a front light with miniaturized LEDs and another without it.

The new Scribe lineup is powered by a quad-core chipset and uses upgraded display technology to ensure more natural, eye-friendly colour reproduction. Both models are expected to go on sale in the US later this year.

Alexa+

The biggest announcement of the event was Alexa+, a major upgrade to Amazon’s voice assistant.

Backed by generative AI, Alexa+ offers smarter, more natural conversations and personalised responses.
It will be first rolled out in the United States to Echo devices, Fire TV sticks, and Amazon smart TVs in the coming months.
The existing Prime members will get free access to Alexa+, making it an added perk of their subscription package.

With the launch of its latest Echo speakers, smart TVs, Kindle Scribe upgrades, and Alexa+, Amazon is reinforcing its position in the smart home and entertainment market. The integration of AI-driven features and custom hardware chips indicates the company’s focus on building a more connected, intuitive, and intelligent ecosystem for users.