Amazon’s Big Fall Event: What to Expect on September 30
We might finally get new Echo and Kindle devices!
Amazon is gearing up for its biggest hardware event of the year. On Tuesday, September 30 at 10AM ET, the company will take over New York City to unveil a new wave of devices and updates.
And this one feels like a big deal.
It’s been almost two years since Amazon held a proper fall showcase, the kind where Echo speakers, Fire TVs, and Kindles all take the spotlight in a single afternoon. Last year, the company skipped the traditional blowout, and instead "drip-fed" new gadgets like the Echo Show 21 and Kindle Colorsoft after hosting only a small Kindle-focused event in October. Now, the company looks ready for a comeback moment.
Overall, the general consensus from the reports is that the event will focus on new devices that leverage the company's "Alexa Plus" generative AI assistant, which was introduced earlier this year.
So, what should we expect this time around?
Kelechi Edeh
Alexa and new Echo hardware
Earlier this year, Amazon gave Alexa its most important update in years with Alexa Plus, an AI-powered revamp designed to be more conversational, proactive, and context-aware. The February launch was big on software but light on hardware. September’s event looks like the moment to show off the physical side of that vision.
That likely means new Echo devices, possibly a redesigned standard Echo or a refreshed Echo Show, both of which are overdue for upgrades. The signature glowing blue light ring in Amazon’s teaser image confirms Alexa will be front and centre, and smarter speakers that take advantage of generative AI could be the highlight.
New Kindle with Color
The invite also teases a Kindle with a colour image on its screen, which has fueled speculation about Amazon’s next move in the e-reader space. Earlier this year, the company launched the Kindle Scribe 2 and the Kindle Colorsoft, but neither was a true “all-in-one” device. It is possible that we will see a hybrid model that combines color, stylus support, and long battery life.
It would make sense, especially since the basic Kindle hasn’t been refreshed in a couple of years, and rivals like Kobo are starting to push more premium features in their e-readers.
Fire TV and Smart Home
Then there’s Fire TV. Last year, Amazon introduced a mini LED Fire TV and updated its streaming sticks. This year, the event invitation for this event also teases what looks like the corner of a TV screen. That could mean a new wave of Fire TVs, or perhaps even deeper integration between Fire TV and Alexa Plus, bringing smarter search, personalisation, and smart home control straight to your living room.
Speaking of the smart home, Amazon often uses these fall events to spotlight its Ring and Eero brands. If the past is any indication, we could see updates to security cameras, routers, or even entirely new categories designed to keep Alexa relevant in an increasingly crowded smart home market, where Apple and Google are quietly ramping up their own efforts.
Conclusion
This event is Amazon's chance to throw its hat in the ring again, as it's arguably a bit behind when it comes to competition. Apple is rumoured to be building new home devices, Google is weaving Gemini into its ecosystem, and Meta is pushing AI into wearables. For Amazon, this event is about proving Alexa still matters and that its devices can stay at the centre of your digital life.
With Alexa Plus in the spotlight, and teasers pointing to updates across Echo, Kindle, Fire TV, and more, September 30 is shaping up to be Amazon’s biggest hardware showcase in years. And with Prime Day following right after, the timing couldn’t be better to remind customers that Alexa and the gadgets built around it may soon have a role to play in the age of AI.
Oluwaseun Bamisile
