October 7, 2025, 11:02 am | Read time: 3 minutes
Amazon unveiled new devices from the Kindle, Echo, Fire TV, Blink, and Ring lines in New York. The presentations showed that many innovations can only fully realize their potential with Alexa+. Critically, Alexa+ is not yet available in Europe due to data protection issues. Without AI, the Kindle Scribe impresses with improved parallax and color rendering. The new Echo devices offer better sound, but AI integration remains crucial for the future.
Amazon recently showcased new products from the Kindle, Echo, Fire TV, Blink, and Ring lines in New York. The event, led by Panos Panay, Amazon’s hardware chief, attracted about 250 journalists and influencers. The devices presented are heavily reliant on Alexa+, a new AI assistant. Our colleague Mats Pache from COMPUTER BILD was on-site to report on the innovations.
Alexa+ as the Central Innovation
During the event, it became clear that Alexa+ is the real innovation. The devices presented, such as the Fire TV televisions and Fire TV sticks, only reach their full potential through AI integration. Features like jumping to specific movie scenes or retrieving sports information are examples of what Alexa+ offers.
Even with Blink and Ring surveillance cameras, AI enhances image quality. However, these innovations are only partially usable without Alexa+, which might dampen enthusiasm for the devices in Germany.
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Availability of Alexa+ in Europe Uncertain
A central question at the event was the availability of Alexa+ in Europe. The response from those in charge was unclear. A press release stated only that Germany and Austria would be served once the AI appears in Europe. This uncertainty could affect the expectations of European customers.
The reason Alexa+ is not yet available here is not entirely clear: In a statement, Amazon mentioned taking the time to “localize Alexa+ for customers in Germany and Austria. This includes far more than just translating the U.S. service—we want to ensure that Alexa+ feels like a German or Austrian assistant, understands the local culture, and integrates relevant local partners and services.”
Experience suggests that European legislation, such as the Digital Markets Act (DMA), may also pose a hurdle that needs to be overcome. Some functions may not be able to operate here as easily and in the same form as in the U.S. and other regions.
Independent Products and Echo Improvements
Some products work impressively independently of Alexa+. The new Kindle Scribe models offer improved hardware and nearly lag-free stylus input. The Kindle Scribe Colorsoft, in particular, which supports color displays, impresses with natural color reproduction.
The new Echo models are also noteworthy. The Echo Dot Max and Echo Studio have been improved and now offer richer sound. The Echo Studio impresses with 3D audio and Dolby Atmos, providing an immersive listening experience.