Amazon Alexa

Amazon ramps up effort to make Alexa voice assistant more ubiquitous

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Amazon is using a surprise hardware event in Seattle today to introduce a bunch of new devices with its Alexa voice assistant built in.

Why it matters: Amazon is in a race with Google (and to a lesser degree Microsoft and Apple) to make its assistant as ubiquitous as possible.

Report: Amazon to release at least 8 new Alexa devices

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Amazon is set to release at least eight Alexa-powered devices before the end of the year, including a microwave oven, an amplifier and a receiver, CNBC reports.

Why it matters: Scale matters in the world of voice assistants, writes Axios' Ina Fried. So it pays for Amazon to get Alexa built into as many types of devices as possible as it looks to fend off Google and others. This is also Amazon's first move into the home appliances space, opening it up to competition with companies like Sonos and GE.