Business Insider reported on October 27, 2026, that an Amazon planning document prepared in August forecast a $612 million gross loss for Amazon’s first-party devices business in 2026, compared with a leadership target of $438 million. The document attributed pressure on profitability to rising memory costs and described trade-offs involving sales volume, average selling prices and gross profit.
That forecast was $174 million, or about 39.7%, above the target loss. Amazon declined to comment to Business Insider.
| Measure | Amount | Period and scope |
| Forecast gross loss | $612 million | 2026 forecast for Amazon’s first-party devices business; gross-profit level |
| Leadership target | $438 million loss | Target cited in the same planning document |
| Forecast above target | $174 million, about 39.7% | Calculated against the $438 million target |
What the gross-loss forecast covers
The $612 million figure is a forecast at the gross-profit level. It excludes research and development, sales and marketing, and administrative expenses, so it does not include those costs in the projected loss.
Reported U.S. prices for Echo, Fire TV and Kindle
On August 25, 2026, 24/7 Wall St. reported these U.S. price changes, attributing the amounts to Fortune:
| Product | Earlier U.S. price | Later U.S. price |
| Echo Dot | $49.99 | $79.99 |
| Fire TV Stick 4K Max | $59.99 | $84.99 |
| Base Kindle | $109.99 | $149.99 |
Amazon’s shift from Fire tablets to Alexa Tablets
Business Insider reported that Amazon was phasing out its Fire tablet line after 15 years and replacing it with Alexa Tablets, priced from $229.99 to $499.99 for the lineup. The report also said Amazon introduced new Kindles, Alexa-powered tablets, Ring smart locks and Bee-branded AI wearables in October 2026.
In its English-language overview, UG Tech describes the Alexa Tablets as running Android with the Google Play Store and says they omit microSD expansion found in previous generations. UG Tech discloses that it is an Amazon Associate.
The August planning materials reportedly identified Bee and new smart glasses as strategic products still in an investment phase.
