Amazon EchoReally? Amazon Hardware?

Amazon’s hardware efforts have always been a mixed bag. Some of them, like the Kindle eReader, were a smashing success to the point of helping change the way we read. Others have been largely panned, like the Fire Phone.

When Amazon delivers, it gives us the hardware we expect: state of the art, but much less expensive than other state of the art. Just like everyone else, but better. You can not only read your books on the Kindle: you can buy them on it, too.

When Amazon doesn’t deliver, it gives you a me-too product with restrictions. That was the case with the Fire Phone, a flagship-priced device that came with mandatory AT&T subscription, but didn’t run standard Android and downloaded software only from Amazon’s anemic app store.


When I got an email from Amazon announcing the Echo, I was as ambivalent as Amazon’s hardware efforts. Should I buy a speaker for $99? Yes, it was supposed to be intelligent, but no, there was no way to modify the software. No apps for it, no development kit. I might buy something, and Amazon may then decide to pull the plug on it.

But what can you do? You put a shiny new gadget in front of me, and I can’t say no. Also, I’ve really never had any real problem with Amazon’s returns, so if I didn’t like it, I was confident I would be able to send it back for a full refund.