One could say that Alexa has achieved some level of product-market fit for consumers, but not for Amazon.

— Benedict Evans (@benedictevans) September 25, 2019

Amazon created this category and took both Google the AI comment and Apple the device company by surprise. And now they have an end-point - which was an existential worry for both Amazon and FB ever since Apple & Google won smartphones. Success! But. What do people do with it?

— Benedict Evans (@benedictevans) September 25, 2019

Amazon is massively proliferating/iterating Alexa. Big companies do that. SVPs hire VPs and PMs and partnership people and products pour out of the pipe
But
Still not entirely clear what practical strategic value Alexa has yet. It’s still option value https://t.co/x9AwSAFtM4

— Benedict Evans (@benedictevans) September 25, 2019

Amazon wants to set Alexa free https://t.co/fubM4DTsAj

— Evan Kirstel at #Globalsummit19 (@evankirstel) September 25, 2019

I wrote "Amazon wants to set Alexa free" earlier, breaking the digital assistant outside of just your home. Amazon just went and launched Echo Buds, an Alexa ring for your fingers, and Alexa glasses. Amazon definitely wants to set Alexa free! https://t.co/Op8ymrIFEr pic.twitter.com/J3KF6hyZYP

— Tom Warren (@tomwarren) September 25, 2019

Amazon wants to set Alexa free https://t.co/Q9n9rlZZkw pic.twitter.com/lVyptt1uBg

— Rich Tehrani (@rtehrani) September 25, 2019

Where does Amazon take Alexa next? We're about to find out at the Amazon hardware event today. It sure looks like Amazon wants to set Alexa free https://t.co/Op8ymrIFEr pic.twitter.com/r3HUQSAJJO

— Tom Warren (@tomwarren) September 25, 2019

Amazon wants to set Alexa free https://t.co/rHjWs6bBgG pic.twitter.com/ibiBoX2XBG

— The Verge (@verge) September 25, 2019

Amazon unveils Echo Buds, Alexa-enabled earbuds that track your steps https://t.co/Gz0yOPT8Nz pic.twitter.com/jkejrgNoGL

— Ace Computer (@Acecomputer5) September 25, 2019

Amazon Is Announcing New Alexa Devices Today https://t.co/HuSN4nDfYF via @itsnicolenguyen

— Mat Honan (@mat) September 25, 2019

Amazon 새로운 Echo Buds로 Apple의 AirPods을 공격 https://t.co/z4WuDqvl5c
• ”이 제품은 에코 기기의 Alexa가 이해하는 모든 질문을 이해하며, 올해는 가장 가까운 홀 푸즈의 위치에 필요한 항목이 있는지, 어떤 통로에 있을 수 있는지 알 수 있습니다.

— editoy (@editoy) September 26, 2019