JAKARTA - Amazon seems to be getting more and more serious into the augmented reality (AR) world. After the success of the Echo smart speaker line, the company is now reportedly developing two AR eyewear models, each for the use of professionals and general consumers. Interestingly, these consumer glasses are touted as its Echo in the AR world.
According to a report from The Information, the project has the internal code name "Jayhawk" and will come in two versions. The first version is larger and uses a monochrome screen aimed at Amazon's driver, with a specially designed function to assist efficiency and navigation while on duty. The model is expected to launch in the first half of 2026.
Meanwhile, the consumer version will be slimmer, carry a colorful screen, and target the public market even though the launch will only happen as soon as 2027. There are no definite details about the price, but it is estimated that Amazon will target a price of under USD 1.000 (IDR 16.4 million) to maintain competitiveness, especially against products from Meta, Google, to Apple Vision Pro.
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These two models will use the same display system, which displays images only in one eye, and is equipped with standard features such as cameras, speakers, and microphones. Even so, it is still unclear what the actual interface, control, or AR capabilities look like.
Amazon itself is actually not a new player on smart glasses. They have previously released Echo Frames, audio-based smart glasses. However, AR is certainly much more complex starting from visual real-time views, movement tracking, to immersive interactions. Therefore, the Jayhawk project could be Amazon's big bet in the XR world, which is getting hotter in competition.
With other tech giants like Meta, Google and Apple also racing to create the best AR/XR experience, Amazon's move indicates that the company doesn't want to be left behind in the next tech revolution.
Will Amazon's AR glasses be as successful as the Echo? Or will it have the fate of a completely failed Fire Phone? We'll just have to wait.
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