Empire State Review Contributor 
Amazon has officially confirmed the date for its highly anticipated annual fall hardware event, which will take place on Tuesday, September 30, 2025, in New York City. The event is expected to be a major showcase for a range of new products, and Amazon fans are eagerly awaiting what the company has in store. This year’s event is expected to reveal updated versions of some of Amazon’s most popular devices, including the Echo smart speakers, Fire TV devices, and possibly new models in the Kindle lineup. One of the most speculated releases is a new color version of the Kindle Scribe, which would expand the options for readers looking for a more personalized e-reading experience.
This hardware event marks a key turning point for Amazon as it will be the first major launch under Panos Panay, who joined the company from Microsoft at the end of 2023. Panay was appointed to lead Amazon’s Devices & Services division, and his experience in the consumer technology space has generated a lot of excitement for the future of Amazon’s hardware offerings. Known for his work with Microsoft’s Surface products, Panay’s arrival has raised expectations that Amazon will introduce more innovative and cohesive devices that better integrate with the company’s broader ecosystem of services.
The announcement of this upcoming event comes after a quieter year for Amazon’s hardware division. In 2024, the company skipped its usual large-scale hardware event and instead opted for more subdued product rollouts, including updates like the Echo Show 21, Fire TV Stick HD, and the mini LED Fire TV. While these products were well received, they didn’t carry the same level of anticipation or buzz that typically surrounds Amazon’s grand hardware unveilings. This quieter approach led many to wonder whether Amazon was biding its time for a bigger reveal in the near future, and it seems that this fall event is set to be the moment that the company returns to its traditional format.
Given that Panay has been at the helm for several of Amazon’s more recent events, including a Kindle-focused launch in 2024 and a major presentation on Alexa Plus earlier in 2025, there is significant anticipation surrounding what this year’s event will bring. The fall hardware event is expected to be more than just incremental updates—it could signify the launch of entirely new product categories or transformative improvements to Amazon’s existing lineup.
Among the most eagerly awaited devices is the rumored color Kindle Scribe. If true, this could be an exciting development for fans of the Kindle Scribe, Amazon’s e-ink tablet, which has received praise for its larger display and enhanced writing capabilities. A color version would offer a fresh twist on the traditional e-reader, appealing to those who have been looking for a more versatile Kindle for a variety of uses, from reading to drawing or annotating.
In addition to the Kindle updates, the event is likely to feature important upgrades to the Echo and Fire TV ranges. The Echo smart speakers, which have become a central part of Amazon’s Alexa-powered ecosystem, could see new features, improved sound quality, and design enhancements. Similarly, Fire TV devices are expected to offer better performance and features, particularly as streaming services continue to dominate entertainment consumption.
For Amazon, this event is an opportunity to demonstrate how its hardware lineup is evolving to meet the growing demand for smart home devices, streaming entertainment, and seamless integration across its platform of services. With Panay now steering the ship, there is a sense that Amazon is not only looking to update its existing products but is also keen on pushing the boundaries of what its devices can do.
This event also signifies the company’s return to a larger-scale product launch strategy, which had been put on pause in the previous year. The shift in direction shows that Amazon is ready to re-establish itself as a major player in the hardware space, especially as it competes with other tech giants in the smart home, streaming, and consumer electronics markets.
For tech enthusiasts, gadget lovers, and Amazon fans alike, the September 30 event will be one to watch. As new products and features are unveiled, it will be fascinating to see how Amazon positions itself for the future of technology. With Panay at the helm, there are high hopes that this year’s hardware releases will live up to the hype and offer the kind of innovative advancements that have come to define the company’s product launches in years past. The Verge will be on the ground covering the event live, providing detailed coverage and analysis as Amazon unveils its next generation of devices.
