Amazon isn't new to the hearables space, but it needs to launch its own product to take advantage of the growing market. Up until now, Amazon relied on third-party manufacturers to build devices to host Alexa; for example, Bose and Jabra both have headphones that can support the voice assistant. However, that strategy leaves pricing, quality, and marketing in the hands of the device manufacturers.
As a result of Amazon not having its own smartphone, the success of its device will likely depend on how rivals Apple and Google react. For example, Apple may require a phone to be unlocked in order to access Alexa on the earbuds via the Alexa app. This would add a layer of friction that users of Apple's newest AirPods won't have to contend with.1. Sign up for the Apps and Platforms Briefing to get it delivered to your inbox 4x a week.
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