The Amazon 2025 Fall Hardware Event happens on Tuesday, September 30th, and excitement is already growing. The company’s invite points to new Echo devices and a new Kindle. This marks another big moment for Panos Panay, who moved from Microsoft to Amazon in 2023. He already helped launch the Surface lineup, and now he shapes Amazon’s device strategy. Under his leadership, the company introduced its first color Kindle and Alexa Plus, a more advanced AI-powered assistant.
Amazon’s invite includes glowing Echo rings, which suggest upcoming Echo smart speakers. A standard Echo refresh looks likely since the last one appeared in 2020. The Echo Studio, refreshed in 2023, may also get an upgrade. Anyone planning to buy an Echo should wait until the Amazon 2025 Fall Hardware Event to see what arrives.
The Kindle lineup may take center stage as well. The teaser image shows a color Kindle logo and a phrase about a pen, which hints at a color Kindle Scribe. Amazon launched the first Scribe in 2022 and the second in 2024. Both lacked color displays, so this could be the next major step. A rumored smaller “Kindle Petit Color” may also appear. However, Amazon recently released the Kindle Colorsoft, which makes another quick Kindle launch less certain.
Televisions could be another highlight. The invite features a shape resembling a TV, fueling speculation about new TV hardware. Reports also point to Vega OS, Amazon’s own operating system for Fire TV. Unlike Fire OS, which is Android-based, Vega OS is fully built by Amazon. It already runs on devices like the Echo Show 5, Echo Hub, and Echo Spot. Expanding it to TVs would mark a major shift and give Amazon more control over software updates.
Alexa Plus is also likely to feature in the show. Amazon designed this assistant to compete with AI rivals like Google Gemini and ChatGPT. Although Alexa Plus is still rolling out in early access, the company may use the event to highlight new features and a wider release. The assistant could become the centerpiece of Amazon’s smart ecosystem moving forward.
Surprises are also possible. Past events included quirky devices such as Echo Buttons, an Echo wall clock, and even a microwave. Most of these products ended up discontinued, but Amazon often likes to surprise fans. With Meta pushing AI glasses, Amazon may update Echo Frames or reveal another unexpected product.
The Amazon 2025 Fall Hardware Event looks set to reinforce Panay’s vision for Amazon hardware. We may see refreshed Echo speakers, the first color Kindle Scribe, TV hardware with Vega OS, and stronger Alexa Plus integration. These products could set the tone for the holiday tech season and keep Amazon competitive against major rivals.
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