Amazon is at a crossroads with its devices. At the end of the last decade, Amazon’s ambition was to include Alexa in as many devices as possible. And that meant throwing everything at the wall to see what sticks. Echo Buds. The strange Echo Frames smart glasses. The cute Echo Input. And in 2021 the still niche Amazon Astro robot and drone-based Ring Always Home Cam, both of which have had limited releases since. There was even an Alexa microwave.

In short, Amazon seems like it would try anything. And it had the money to do so, of course, But such frippery can’t last forever and last year Business Insider suggested that 10,000 jobs were being axed at the company, with the Alexa unit one of the worst affected under new chief executive Andy Jassy.

It was suggested that the Worldwide Digital group was on track to lose $10 billion during 2022, with a lot blamed on the failure of Alexa to become a cash cow. Not that it ever would have been able to, of course. It doesn’t make additional revenue. Voice shopping? Doesn’t really happen. Apps? Free. Alexa devices? Sold at a loss or break even. It’s no wonder the cash didn’t come.