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Amazon’s plan to rival AirPods is about more than selling you earphones

Bloomberg reports that Amazon is working on wireless earphones, similar to Apple’s recently refreshed AirPods – but with support for the company’s Alexa voice assistant built in. The buds are slated to arrive sometime in the first half of this year.

That’s an interesting, but unsurprising move for Amazon. It’s not about selling you on a cheaper alternative to the AirPods, but rather about bringing Alexa closer to you than before.

The ecommerce giant’s Lab126 division, which develops hardware like the Echo range of smart speakers and displays, has been tasked with designing these earphones. Over the past few years, it’s cracked ways to make shopping easier and more accessible with cleverly designed hardware and AI.

Amazon's line of Echo smart speakers and displays were developed by the company's Lab126 hardware division
Credit: Amazon

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