Amazon Acquires "Bee" - An AI Listening Band, Aspiring Assistant

Amazon acquired "Bee" an AI listening band (think Fitbit style) that wants to get to know its customers well enough to become their personal assistant. According to TechCrunch, they raised $7M last year. The device sells for $49.99 and requires a $19.99 monthly subscription.

WIM for Amazon?

Amazon has a mixed track record with consumer devices - and data. The Kindle changed how we read, borrow, and buy books. In February 2025, Amazon announced that over 600M Alexa enabled-devices had been sold globally. Ring ties into their delivery business. Remember the FireOS? The Fire Phone? Halo Band? Dash Buttons (i.e., reorder Tide from a button attached to your washing machine). My take: they bought a team (i.e., talent) and technology at a reasonable price.

WIM for Bee?

Building or being a stand-alone consumer device is nearly impossible. You need distribution, customer support, returns handling, and more. Easier to enter a existing category. Nearly impossible to build a new one let alone the hazy, unproven space of virtual assistants. A nearly $20 standalone monthly subscription is a tough sell - easier with a bundle. No details were disclosed on the purchase price. My take: a fortuitous exit for founders who built a successful proof of concept. As an aside, a week of battery life on a wearable device with radios is excellent.