Amazon's Alexa-enabled earbuds will face major hurdles in the growing hearables market

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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