Amazon Raises Echo, Kindle, and Fire TV Prices by Up to 60 Percent

Amazon raised prices on a range of its consumer hardware products in late August 2026, with increases reaching as high as 60 percent on some entry-level devices. The company attributed the hikes to rising costs for memory and storage components.

The Echo Dot 5th generation saw the largest percentage increase, jumping from $49.99 to $79.99, a 60 percent rise. Other affected products include the Kindle 16GB, which went from $109.99 to $149.99, the Fire TV Stick 4K Max, which rose from $59.99 to $84.99, the Fire TV Cube, which increased from $139.99 to $199.99, and the Echo Show 21, which climbed from $399.99 to $499.99.

Some products, including the Echo Studio and the Ring line of cameras and doorbells, were not affected by the price changes.

Amazon said the increases reflect "significant increases in memory and storage component costs." Industry analysts have linked the trend to a global supply squeeze driven by the rapid expansion of AI data centers. Manufacturers of DRAM and NAND memory are increasingly prioritizing production of High-Bandwidth Memory, which is used in AI accelerators, leaving less capacity for the conventional memory chips used in consumer electronics.

The price hikes come as Amazon is spending heavily on AI infrastructure. CEO Andy Jassy announced in July 2026 that the company's projected capital spending for the year had been raised to $220 billion, largely to support demand for AI computing through Amazon Web Services.

Amazon said it will continue to offer promotional pricing on its hardware lineup throughout the year. The company has not indicated whether the price increases are permanent or tied to current component market conditions.