The Echo Dot jumped from $50 to $80 — a 60% increase, making it the steepest hike in this round of price adjustments. For a device long considered the go-to "starter" smart speaker, that's the first time buyers might actually think twice before hitting purchase.
Over the past week, Amazon quietly raised prices across nearly its entire hardware lineup — Echo, Kindle, Fire TV, and eero — without any press release or fanfare. The Echo Show 11 went up $30, while the largest model, the Echo Show 21, jumped from $400 to $500. The Fire TV Stick 4K Max, a favorite among streaming fans, rose from $60 to $85. E-readers weren't spared either: the 16GB base Kindle climbed from $110 to $150, and the Kindle Paperwhite went from $160 to $200. The steepest increase hit home networking gear, with the eero Pro 7 three-pack now priced at $800.
An Amazon spokesperson confirmed the price adjustments to Fortune, saying the company had absorbed rising memory and storage component costs for as long as it could before finally raising suggested retail prices. Amazon attributed the cost pressure to surging demand from AI data centers straining the semiconductor supply chain. Apple, Roku, and Microsoft have all recently raised hardware prices for the same reason — the ongoing memory shortage.
Notably, Ring's home security lineup remains untouched, making it the only category spared in this round of hikes. An Amazon spokesperson said the company's annual promotional events won't be scrapped as a result, though shoppers hoping to snag other hardware at the old prices may have to wait for the next sale.
Amazon has not yet released a full list of which prices are officially in effect or whether more products will see adjustments. For now, Fortune's report remains the only official confirmation available.
