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Jeff Bezos, CEO and founder of Amazon, at the introduction of the new Amazon Kindle Fire HD in 2012. Reed Saxon / AP

We can all envision what augmented reality glasses might eventually look like: as thin and light as regular glasses, have all-day battery life and don't make you look like a complete cyborg dork. The problem is, those aren't technically feasible today, as Google Glass and others have proved.

What's new: That's what makes Amazon's reported approach so interesting. Rather than try to cram in all the tech that will go in the glasses of the future, it appears Amazon is focused on the technology that smart glasses can deliver today while still being light, working all day and not prohibitively expansive. And that means putting a big focus on its Alexa voice assistant as the star attraction.

According to the Financial Times, Amazon is pairing Alexa with an interesting technology: transmitting audio via bone conduction, which also lets consumers skip another dorky element — having to wear headphones. It's worth noting that the newspaper report says nothing about augmented reality. If Amazon goes for an audio-only approach it won't have some of the cool features AR makes possible, but also will eliminate the screen and other components that account for much of the bulk, cost and battery drain of other smart glasses.

Why this matters to Amazon: The two other big personal assistants — Siri and Google Assistant — already have a way into consumers mobile lives via the smartphone. Though Alexa is popular, she's mostly housebound and tied to Amazon Echo and other in-home gadgets. Amazon tried and failed at doing its own smartphone, but integrating Alexa into a wearable gives Amazon a way in without having to displace Android or iOS. Amazon, by the way, wants Alexa everywhere and is talking to carmakers, appliance makers, etc.

Go deeper

29 mins ago - World

Putin is challenging Ukraine's "right to exist," Blinken says

Blinken (L) speaks in Berlin on Thursday. Photo: Kay Nietfeld - Pool/Getty

Secretary of State Tony Blinken put the stakes of a Russian invasion of Ukraine in stark terms on Thursday, saying Vladimir Putin's threat is a direct challenge to Ukraine's "right to exist" as an independent country and a democracy.

What he's saying: “There’s been a lot of speculation about President Putin’s true intentions, but we don’t actually have to guess. He’s told us, repeatedly. He’s laying the groundwork for an invasion because he doesn’t believe Ukraine is a sovereign nation," Blinken said during a speech in Berlin.

Dan Primack, author of Pro Rata
1 hour ago - Politics & Policy

Jared Kushner wants to Trump-proof his private equity future

Illustration: Rebecca Zisser/Axios

Jared Kushner appears to have convinced the private equity market that he'll stick with his new firm, called Affinity Partners, even if his father-in-law returns to the White House.

The big picture: Private equity is littered with former presidential advisers and cabinet officials, and Trump's is proving to be no different.

2 hours ago - World

Ukraine president to Biden: "There are no minor incursions"

Photo: Doug Mills-Pool/Getty Images

Ukrainian President Volodymyr Zelensky responded on Thursday to President Biden's suggestion that a "minor incursion" by Russia may not draw the same response as a large invasion, which some in Kyiv saw as inviting Russian aggression.

What he's saying: "We want to remind the great powers that there are no minor incursions and small nations. Just as there are no minor casualties and little grief from the loss of loved ones. I say this as the President of a great power," Zelensky tweeted.

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