Amazon (AMZN) has unveiled a new line of artificial intelligence (A.I.) personal assistants for consumers under its “Bee” wearable technology brand.
Amazon is expanding in the A.I. gadget market with two new Bee devices, a wearable wrist band and a credit card-sized voice recorder.
The Bee Frontier can either be worn on a person’s wrist or clipped to clothing. It has a starting retail price of $75 U.S.
Amazon has also launched the $100 U.S. Bee Eclipse, which is a credit card-sized gadget that magnetically attaches to the back of a smartphone.
Amazon acquired Bee, a San Francisco startup company that makes wearable bracelets, in July 2025 for an undisclosed amount of money.
Bee bracelets are equipped with A.I. and microphones that can record, transcribe, and analyze voice commands and people’s conversations.
Amazon says it is refreshing its Bee lineup of products ahead of the year-end holiday sales season. The new Bee gadgets will compete with other A.I. wearables already in the market.
Meta Platforms (META), for example, has release new smart glasses infused with A.I. and introduced a pendant called “Muse Charm” that runs its Muse A.I. assistant.
In addition to the actual Bee devices, consumers must also purchase a “Bee Pro” subscription, which costs $12 U.S. per month.
Seattle-based Amazon said its new Bee devices are designed so that “no one, including Amazon, can access your data.” Users can delete their conversations and transcripts any time.
AMZN stock has risen 18% over the past 12 months to trade at $254.08 U.S. per share.
