Amazon Raises Prices on Echo, Kindle, Fire TV, and eero Devices

Amazon has raised prices across its first-party Echo, Kindle, Fire TV, and eero hardware lines, with some products increasing by nearly 60 percent overnight. The company confirmed the changes in a statement to Fortune, citing significant increases in memory and storage component costs.



The largest price increases affected Amazon's least expensive devices. The Echo Dot jumped from $49.99 to $79.99, while the Fire TV Stick 4K Max rose from $59.99 to $84.99. Amazon also increased the 16GB Kindle from $109.99 to $149.99 and the 16GB Kindle Paperwhite from $159.99 to $199.99. Other products receiving higher prices included the Echo Dot Max ($99.99 to $119.99), Echo Show 11 ($219.99 to $249.99), Fire TV Stick HD ($34.99 to $39.99), eero 7 ($349.99 to $399.99), and eero Pro 7 ($699.99 to $799.99). Amazon did not increase prices for its Ring products.


An Amazon spokeswoman said the consumer electronics industry is "facing significant increases in memory and storage component costs" and that the company absorbed those higher costs "for as long as we could" before raising prices across its product lines.

Amazon is the latest major technology company to increase hardware prices as AI-driven demand has pushed up memory costs. Apple raised prices across its Mac and iPad lineups in June, with the HomePod mini increasing to $129 from $99.99. At the time, CEO Tim Cook described the situation as a "100-year flood on memory pricing", saying AI data center demand had tightened component supply. Microsoft has also announced Xbox price increases of $100 to $150 and discontinued 2TB console configurations, while Dell, HP, Lenovo, and Asus have either raised prices or reduced memory in some products.

The price increases come ahead of Amazon's upcoming fall hardware event, where the company is expected to introduce new devices. The company said it will continue offering promotions throughout the year to help keep its devices accessible.