Amazon 'to launch its own Alexa-powered TV in the US as soon as NEXT MONTH with screens up to 75in'
Andrew Hansen
Published Sep 06, 2026
AMAZON is reportedly planning to unveil its own signature Alexa-operated big screen TV sets.
The super-secret project to offer Amazon-branded TVs come October has been in the works for two years but was delayed due to logistical bottlenecks.
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SECRET TV SETS
It comes one year after the e-commerce giant sent out televisions with its own Fire TV software built-in, Business Insider reported.
That rollout had Amazon teaming up with tube manufacturers such as Toshiba.
Amazon’s TV models are expected to come in 55- to 75-inch sized big screens, according to Business Insider.
The effort to bring Alexa-powered Amazon TVs to American living rooms tapped talent from Amazon Devices and Lab126, but Amazon refused to publicly comment on the project.
CHALLENGING SONY, SAMSUNG, LG
Selling its own smart TV puts the company in direct competition with electronics corporations such as Sony, Samsung, LG, and that offer their wares through Amazon's marketplace.
Business Insider confirmed the first inventory of sets were manufactured by third parties and are aimed at growing the brand’s ubiquity.
One of them is a Chinese manufacturer TCL, which has produced similar products for TVs for Alcatel and Samsung, an Amazon insider told the publication.
The Sun reached out to Amazon for comment about their television rollout.
IN-HOUSE SETS COMING NEXT
In the meantime, Amazon is working to design its in-house built TVs, another source told Business Insider.
The India effort involved televisions manufactured in the country by Radiant Appliances and Electronics Pvt Ltd.
They were capable of integrating Amazon’s Fire TV operating system as well as Alexa voice controls.
GOING BIG-SCREEN
The 50-inch television costs $506 while the 55-inch model sells for around $588, according to the publication.
The sets have attracted favorable responses for their value but also complaints about the AmazonBasics logo lingering on the screen and Alexa mishaps.
Amazon has already dipped its big toe in the home electronics space.
They started selling Alexa-powered microwaves, amplifiers and subwoofers starting back in 2018, Business Insider reported.
APPLE'S TV AMBITIONS
The company’s television set debut arrives as speculation that rival Apple is rumored to be planning to launch its own product.
The late Apple co-founder Steve Jobs once told biographer Walter Isaacson back in 2011 his ambition to produce a “simple and elegant” Apple TV.
“‘I’d like to create an integrated television set that is completely easy to use,’” Isaacson quoted Jobs in an interview with the Washington Post.
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He said Jobs hoped it would be “seamlessly synced with all of your devices and with iCloud.”
It would essentially do away with the reliance on remotes, DVD players and even cable packages.
“It will have the simplest user interface you could imagine,’” Jobs told the author.
“‘I finally cracked it.’”
CEO JASSY ERA
The move is also notable since founder Jeff Bezos handed over Amazon's CEO title to Amazon Andy Jassy.
Bezos founded Amazon in 1994 and since then has turned it from an online bookstore into the world's largest online retailer worth $1.6trillion.
Jassy joined the company in 1997 and has led Amazon’s Web Services cloud team.
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In a letter to employees announcing the handoff, Bezos wrote: “I’m excited to announce that this Q3 I’ll transition to Executive Chair of the Amazon Board and Andy Jassy will become CEO.
“In the Exec Chair role, I intend to focus my energies and attention on new products and early initiatives.
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