Amazon has raised the prices of several of its own devices, including Echo smart speakers, Fire TV media players, Kindle eReaders, and eero networking equipment. According to Fortune, the company attributed the move to a sharp increase in costs for memory components and storage devices.
The base Echo Dot price rose from $49.99 to $79.99, while the Echo Show 11 increased from $219.99 to $249.99. The 16GB Kindle went up from $109.99 to $149.99, and the 16GB Kindle Paperwhite climbed from $159.99 to $199.99.
The Fire TV Stick HD rose from $34.99 to $39.99, while the Fire TV Stick 4K Max jumped from $59.99 to $84.99. The eero 7 mesh Wi-Fi system rose from $349.99 to $399.99, and the eero Pro 7 went from $699.99 to $799.99. The company did not raise prices for its Ring line of devices.
By percentage, the biggest increases hit entry-level hardware: the Echo Dot rose 60%, the Fire TV Stick 4K Max climbed approximately 42%, the base Kindle jumped about 36%, the Kindle Paperwhite rose 25%, while the Echo Show 11, Fire TV Stick HD, and eero routers each saw increases of approximately 14%. Notably, Amazon did not adjust prices for its Ring products — Ring being the smart doorbell business it acquired in 2018 — yet it did raise prices for eero, the mesh router maker it acquired in 2019. Pocket-lint had previously reported the Fire TV price increases.
An Amazon spokesperson confirmed the price adjustments, stating that consumer electronics manufacturers are facing "significant increases in costs for memory components and storage devices." The spokesperson said the company had absorbed these costs for as long as possible, but recently made pricing adjustments across its product lineup. Amazon also plans to run promotional events for its devices later this year.
Fortune noted that, driven by surging demand for computing power from AI, memory chip shortages have prompted other manufacturers to adjust product prices or configurations as well. In June, Apple raised prices for Mac computers and iPad tablets; Microsoft announced plans to raise Xbox console prices by $100 to $150 depending on the version, while discontinuing the 2TB storage model. Dell, HP, Lenovo, and Asus have also raised product prices or reduced storage capacities.
At the end of July, Amazon CEO Andy Jassy told investors that the company expects to spend $220 billion in capital expenditure in 2026, primarily to build and equip data centers for AI services. The previous estimate was $200 billion. He said that even with such massive investment, Amazon will not be able to meet all expected demand in 2026 and 2027.
