Amazon has officially confirmed the date for its much-anticipated annual fall hardware event, scheduled for Tuesday, September 30, 2025, in New York City. This event is one of Amazon’s key opportunities to showcase its latest innovations in consumer technology, and it is expected to reveal several exciting new products. The company is likely to unveil updated versions of its popular Echo smart speakers, Fire TV devices, and possibly even new Kindle models. Among the most anticipated products is the potential release of a color Kindle Scribe, which could offer users a wider variety of options for Amazon’s popular e-reader.
The fall hardware event will also hold particular significance as it marks the first major launch under Panos Panay, who joined Amazon from Microsoft in late 2023 to take over the company’s Devices & Services division. Panay, a seasoned technology executive, is expected to bring a fresh perspective and innovative ideas to Amazon’s product lineup. His arrival has generated a great deal of excitement, with tech enthusiasts eagerly awaiting his leadership to push the company’s devices to new heights.
Last year, however, Amazon chose a quieter approach by skipping its usual large-scale hardware event. Instead, the company opted for smaller, more subdued product rollouts, including the introduction of the Echo Show 21, the mini LED Fire TV, and the Fire TV Stick HD. Although these releases were important, they did not carry the same sense of grandeur that fans have come to expect from Amazon’s signature fall event. This shift in strategy left some wondering whether Amazon was holding back for something more significant in the future.
In 2024, under Panay’s guidance, Amazon held a Kindle-centric event, focusing on new updates for its e-reader devices. Panay also hosted a major event in early 2025 that concentrated entirely on Alexa Plus, an enhanced version of Amazon’s voice assistant, powered by large language models. This shift to more specialized, focused events hinted at a strategic move to concentrate on the company’s core areas of strength, with more attention being placed on Amazon’s software and services.
However, the upcoming fall event is expected to mark a return to Amazon’s traditional large-scale hardware unveiling, with the promise of more comprehensive product launches. CEO Andy Jassy has already hinted at the release of “beautiful new hardware,” a statement that has fueled speculation that this year’s announcements could represent significant advancements in Amazon’s technology offerings. Whether the updates involve enhancements to existing products like the Echo or groundbreaking new devices that push the boundaries of Amazon’s ecosystem, all eyes will be on New York City to see what the tech giant has in store.
The event is sure to attract considerable attention, not only from Amazon fans but also from the broader tech industry. With major updates to Alexa, its smart speakers, and e-readers on the horizon, Amazon’s fall hardware event is shaping up to be one of the most exciting moments of the year in the world of consumer technology. The Verge will be providing live coverage from the event, ensuring that tech enthusiasts around the world won’t miss a moment of the action.
