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Amazon’s Hardware Event
00:20:28
All the headline’s from Amazon’s fall hardware event. Daniel Ek is stepping back from Spotify. A new Claude model. ChatGPT gets into the shopping biz. And OpenAI is likely launching it’s own TikTok clone soon to feature AI videos. And new buzzword alert! Microsoft wants you to start “vibe working.”
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Brian McCullough
Welcome to the Tech Brew Ride home for Tuesday, September 30th, 2025. I'm Brian McCullough. Today all the headlines from Amazon's Fall Hardware event. Daniel Ek is stepping back from Spotify, a new Claude model, ChatGPT gets into the shopping biz and OpenAI is likely launching its own TikTok clone soon to feature AI videos and new Buzzword Alert Microsoft wants you to start Vibe working. Here's what you missed today in the world of tech. Amazon had its yearly fall hardware event this morning and they used it to reboot nearly every corner of its devices lineup, tying a lot of it into a broader rollout of Alexa, the company's generative AI assistant that I feel like has fallen through the cracks a bit, at least in general awareness. The headlines New Echo speakers and smart displays with more power and better screens, a cheaper flight 4K Fire TV stick and a refreshed TV range with a new OS and deeper voice features a trio of Kindle Scribe models including a color E Ink option and big camera updates from Ring and Blink that lean on. What else new on device AI on the smart home front, Amazon unveiled the Echo dot Max at 99 bucks and a redesigned Echo Studio at $219 alongside the Echo Show 8 at $179 and Echo Show 11 at $219. The new Echo speakers move controls and the light ring to the front and adopt a cleaner fabric wrapped look under the hood. A new AZ3 custom chip with a neural accelerator powers more on device processing for presence sensing and automation. Both speakers and displays include built in hubs with Matter Thread and Zigbee support, positioning them as central controllers for the home. The show 8 and 11 swap the old chunky bezels for thin high density LCD panels 1080p on the 11 inch. Add 13 megapixel cameras for video calls and ambient personalization and debut a more responsive UI with a full screen smart home panel. Note the physical camera shutter is gone. Muting now disables both camera and mics. All four devices ship with early access to Alexa out of the box Alexa itself is woven throughout the entire lineup on Echo devices. It's faster local inference thanks to AZ3 and Amazon's Omnisense. Sensor Fusion enables richer context, like summarizing what happened at home while you were out and kicking off automations based on detected anomalies for example if the dog wasn't fed by noon, send me an alert, etc. The aim is a more proactive ambient assistant that learns routines and reacts intelligently without painstaking manual setup. Fire TV got both new hardware and a software foundation. Amazon's Refresh TV family includes a new flagship Omni QLED mini LED set starting at $479 with a faster processor and more local dimming zones, plus updated two series and four series models. Meanwhile, the new Fire TV ST4K select lands at 39 bucks and ships in October. Amazon is also introducing a new TV operating system called Vega, promising snappier app launches and a platform for deeper Alexa features. Those features include conversational search that can answer questions about what you're watching, real time sports queries, and even the ability to jump straight to a specific scene by voice. You know, show me that one chase sequence rather than scrubbing through a timeline. Cloud gaming support, Xbox Game Pass, GeForce, now Luna are also part of the pitch as well. On the reading and note taking side, Amazon expanded the Kindle scribe lineup to three models highlighted by the new Kindle Scribe ColorSoft, a Color E ink variant that supports pen input with 10 ink colors and 5 highlighter shades for markups and sketches. All three scribes now step up to 11 inch glare free panels in a slimmer 5.4 millimeter and lighter about 400 gram chassis driven by a new quad core processor that the company says makes writing and page turns feel roughly 40% faster. The other two models models include a black and white scribe with an improved uniform front light and more affordable no front light option. New software adds a quick notes home screen, better recent files access, editable Note export to OneNote and direct access to Google Drive and OneDrive. Amazon is of course also layering in AI, smarter search across notebooks and simple summaries now, plus reading aids like Story so Far recaps and Ask this Book Q and A features rolling to iOS first, then Kindle hardware. Pricing starts at $429 for the Nolite model, $499 for the standard front lit Scribe and $629 for the color soft. Security cameras were another major focus ring. Introduced a full slate of 2K and 4K devices with a new retinal vision processing pipeline that uses AI assisted multi step tuning to sharpen detail particularly in low light and supports up to 10x zoom. The range spans the $179 Ring wired doorbell and $59 indoor cam plus at 2K plus 4K versions including the wired doorbell Pro 4K, outdoor cam Pro 4K, SP4K and floodlight cam Pro 4K. Ring is also adding familiar faces, facial recognition as an opt in feature, allowing announcements to tell you who's at the door and bringing Alexa plus to effectively act as a door concierge, screening solicitors, guiding deliveries and answering on your behalf. A community powered search party feature uses participating ring cameras to help locate lost pets, report a missing dog and nearby cameras will flag potential matches in footage. Dogs come first in November with cats and other pets to follow. Most of are available for pre order today, with the new AI features rolling out throughout the fall. Blink, Amazon's budget friendly camera brand, is getting its own AI flavored upgrade. The headline is the Blink Arc, a $100 camera that fuses two lenses into one housing, stitching the feeds together to deliver a seamless 180 degree field of view and reduce blind spots. There's a $20 optional mount. Blink also announced the outdoor 2K Plus, a $90 battery powered version and the mini 2K plus at $50 which is wired each promising low light performance, two way talk and 4x zoom with pre orders opening today. Taken together, this all felt like a coordinated hardware reset designed to make Alexa the connective tissue across Amazon's hardware ecosystem. If Amazon's earlier smart home story was all about cheap, ubiquitous hardware, it seems like the story now is about polished performance and pervasive AI. Did I mention that this was Panos, Panay's first event since becoming Amazon's hardware chief. These were Panos style devices. Bunch of other news to try to squeeze in for you here. First up, Spotify says founder Daniel Ek will step down as CEO to become executive chairman effective January 1, 2026, replaced by Gustav Sonderstrom and Alex Norstrom as co CEOs. Quoting the Journal, Nordstrom, co president and chief business officer, has overseen subscriptions, advertising and content on the platform. Soderstrom, co president and chief product and technology officer, has overseen product design and engineering. We couldn't be better positioned. And to be clear, I'm not leaving. I'll remain deeply involved in the big defining decisions about our future, Ek, 42 years old, said in a note to employees Tuesday. Ek plans to become executive chairman and participate in capital allocation decisions, mapping the company's long term future and supporting the senior team. Spot Spotify said Shares fell about 4% in pre market trading on the news in the second quarter of this year. The company continued to add subscribers but swung to a loss. The company's stock price has nearly doubled over the last 12 months. Eck has other ventures outside the audio industry, including preventative healthcare technology company Nico Health that he founded. His investment firm Prima Materia, recently led a fundraising round for Helsing, a German defense startup developing AI drones. Having co CEOs is somewhat unusual, though some companies such as Netflix, have found success in the arrangement. Software company Oracle earlier this month appointed a pair of chief executives as longtime chief Safra Katz transitions to an executive vice chair role. End quote Anthropic yesterday debuted Claude Sonnet 4.5, saying it is the world's best coding model, the strongest for building complex agents, and is its most aligned frontier model yet. Quoting TechCrunch, Claude Sonnet 4.5 will be available via the Claude API and in the Claude chatbot. The pricing for developers is the same as Claude Sonet 4 $3 per million input tokens, roughly 750,000 words or more than the entire Lord of the rings series and $15 per million output tokens. Anthropic says Claude Sonnet 4.5 offers industry leading performance on several coding benchmarks however, Anthropic AI researcher David Hershey tells TechCrunch that it is hard to capture Claude Sonnet 4.5's performance on benchmarks alone. Hershey says he's seen Claude Sonnet 4.5 code autonomously for up to 30 hours during early trials with some enterprise customers. In that time, he watched the AI model not only build an application, but also stand up database services, purchase domain names and perform a SOC 2 audit to make sure the product was secure. In a statement shared with TechCrunch, Cursor CEO Michael Truell said ClaudsNet 4.5 represents state of the art coding performance, specifically on longer horizon tasks. Windsurf CEO Jeff Wang said in a statement that ClodsonNet 4.5 represents a new generation of coding models. Anthropic also claims that Cloud Sonnet 4.5 is its most aligned frontier model yet, with lower rates of sycophancy and deception than previous models. The company says it has also improved Claude's susceptibility to prompt injection attacks. Alongside the launch of Claude Sonnet 4point, Anthropic is also launching the Claude Agent SDK. The company says this is the same infrastructure that powers Claude code and can be used to help developers build their own agents. Anthropic is also releasing a temporary research preview called Imagine with Claude for Max Subscribers, which shows the AI model generating software on the fly. The company says the model will respond to user requests in real time with no predetermined functionality or pre written code. The tense competition in the AI world has made it common for companies to ship flagship models every few months. Claude Sonet 4.55 is launching less than two months after Anthropic's last AI model, Claude Opus 4.1. These rapid production cycles make it difficult for any company to hold a meaningful lead for very long. End quote.
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Brian McCullough
That's why you rack and OpenAI rolled out instant checkout to let users make single item purchases directly in ChatGPT, starting with US Etsy sellers, but they also plan to add Shopify merchants as well. Quoting CNBC Instant Checkout initially supports single item purchases directly from US Etsy sellers, and it's available to US ChatGPT Pro and free users. OpenAI said more than 1 million Shopify merchants, including Skims and Glossier, are coming soon. OpenAI will take a fee from transactions that are completed through ChatGPT, which means instant Checkout could become an important new revenue stream for the startup. OpenAI is not yet profitable and is burning through cash as it works to scale up its computing infrastructure. The company declined to share specific details about how large the fee fees are, since they are determined through confidential contracts with Etsy and Shopify. Instant Checkout is free to users and will not affect their prices, OpenAI said. Our vision for ChatGPT and a lot of the technology we create, but especially ChatGPT, is that it's not just providing you information, it's also helping you get things done in the real world, Michelle Fradin, OpenAI's product lead for ChatGPT Commerce, told CNBC in an interview. The company plans to introduce multi item Carts and expand the regional availability of Instant Checkout moving forward. Following the launch of Instant Checkout, if users are browsing and come across a product from an Etsy seller, for instance, they'll be able to purchase that Item directly through ChatGPT instead of clicking out to the merchant site. Instant Checkout is powered by OpenAI's agentic commerce protocol, which is the underlying technology that allows users to complete a transaction directly with a merchant through ChatGPT. OpenAI built the framework in partnership with the fintech company stripe, which powers ChatGPT subscriptions. If you are already a subscriber, you're already using your card in ChatGPT. Then when you go to buy something from Etsy, you don't have to redo that work, fraden said. End quote and Wired has sources confirming something else that's been rumored for a while now that OpenAI is planning a standalone social app powered by Sora 2 featuring a TikTok like vertical feed with entirely AI generated videos. Quoting Wired, users can create video clips up to 10 seconds long using OpenAI's next generation video model. According to documents viewed by Wired, there is no option to upload photos or videos from a user's camera roll or other apps. However, the Sora 2 app has an identity verification feature that allows users to confirm their likeness. If a user has verified their identity, they can use their likeness in videos. Other users can also tag them and use their likenesses in clips. For example, someone could generate a video of themselves riding a roller coaster at a theme park with a Users will get a notification whenever their likeness is used, even if the clip remains in draft form and is never posted, sources say. OpenAI launched the app internally last week. So far, it's received overwhelmingly positive feedback from employees, according to documents viewed by Wired. Employees have been using the tool so frequently that some managers have joked it could become a drain on productivity. OpenAI appears to be betting that the Sora 2 app will let people interact with AI generated video in a way that fundamentally changes their experience of the technology, similar to how ChatGPT helped users realize the potential of AI generated text internally, sources say. There's also a feeling that President Trump's on again, off again deal to sell TikTok's US operations has given OpenAI a unique opportunity to launch a short form video app, particularly one without close ties to China. OpenAI's Sora 2 app will compete with new AI video offerings from tech giants like Meta and Google. Last week, Meta introduced a new feed in its Meta AI app called Vibes, which is dedicated exclusively to creating and sharing short AI generated videos. Earlier this month, Google announced that it was integrating a custom version of its latest video generation, model VO3, into YouTube. Finally today, I can't miss the opportunity to tell you about Vibe working as was also long expected, Microsoft launched Agent mode in Excel and word yesterday using GPT5 to generate complex spreadsheets and documents, saying it is bringing vibe working to 365. Copilot quoting the Verge Agent mode in Excel and Word is a more powerful version of the Copilot experience that Microsoft has added to its Office apps. It's designed to make the complex parts of Excel more accessible to users that aren't experts. Agent mode essentially takes a complex task and breaks it down with planning and reasoning that you can follow. It then uses OpenAI's GPT5 model to break down each step of document creation into an agentic task and execute it. It's like watching an automated macro in real time, showing everything it's doing in the sidebar. Agent mode in Word goes beyond the existing writing, rewrite, and summarization AI features in Word. Agent mode in Word turns document creation into Vibe writing, an interactive conversational experience. Microsoft says it lets Copilot draft content, suggest refinements, and clarify what elements are needed during the process of document creation. You can do things like create a monthly report with data from previous months and have Copilot summarize the highlights for the month and the differences from a previous report. Copilot makes suggestions to keep the process flowing so writing feels more like a dialogue than a task. Microsoft says Office Agent can also create fully structured PowerPoint decks, all while doing web based research and providing a live preview of slides. Microsoft is hoping that it will help Office continue to differentiate itself from the magnitude of AI tools that are also trying to create documents, spreadsheets and slide decks. End quote. Hope you all had a decent time vibe working today. Quick note that the show will be slightly later tomorrow by maybe an hour or so. Again, I've got stuff to do in the morning. Talk to you then.