Amazon is doubling down on artificial intelligence as it unveiled a suite of refreshed devices on Tuesday, spotlighting an upgraded version of its Alexa voice assistant and new hardware for the connected home.

At an event in New York, the company introduced updated Echo smart speakers, Fire TV streaming devices, a new Kindle reader, and enhanced Ring and Blink security cameras. The announcements mark Amazon’s latest effort to reinvigorate Alexa, a service the company has invested billions into but has yet to turn profitable.

Alexa+ Takes Center Stage
The highlight of the showcase was Alexa+, Amazon’s new AI-enhanced assistant designed to be more conversational, responsive, and personalized. The upgraded system, powered by custom silicon for faster processing, will run across Amazon’s Echo lineup, which now ranges from smaller Dots to Echo Show devices priced between $99 and $219.

By embedding deeper AI capabilities into Alexa+, Amazon hopes to position the service not only as a household convenience but also as a central hub for home automation and security.

Smarter Security with Ring and Blink
Amazon also placed heavy emphasis on home security. The company rolled out improved Ring cameras that boast clearer resolution and new AI-driven features. Among them: facial recognition tools that can help distinguish between familiar visitors and potential intruders.

“It’s about knowing immediately whether your visitor is someone you know or someone you’ve never seen before,” said Jamie Siminoff, head of Ring, who recently returned to Amazon. He noted that blurry images often undermine the usefulness of home security footage, making AI-powered clarity a key upgrade.

The new Ring models, priced between $60 and $350 depending on specifications, will also integrate with Alexa+, enabling cameras to analyze context — such as determining whether someone is delivering a package or loitering suspiciously.

Meanwhile, Amazon’s Blink camera line received an upgrade with higher resolution for both indoor and outdoor monitoring, adding to the company’s layered approach to household surveillance.

The Stakes for Amazon
The rollout underscores Amazon’s determination to make Alexa a profitable venture after years of steep investment. Analysts see the company’s push into AI-driven home devices as an attempt to maintain an edge in the smart-home ecosystem, while also competing with rivals like Google and Apple in the race to bring generative AI into everyday life.

With consumer adoption of AI-powered tools accelerating, Amazon’s refreshed lineup represents not just a hardware update but a renewed bet that Alexa — once seen as a novelty — can finally evolve into a sustainable, money-making platform at the center of the modern smart home.