The news: Amazon is developing two models of AR glasses to compete with Meta and Qualcomm in a bet that smart glasses could power the next wave of mainstream consumer devices.

The company is planning a consumer version, internally named Jayhawk, and a model designed for delivery drivers, called Amelia, per The Information.

• Jayhawk is slated to launch in late 2026 or early 2027, with pricing still to be determined.
• Amelia could be released as early as Q2 2026, with an initial run of about 100,000 units.

Launching Amelia as an in-house product first could help Amazon work out any kinks before it releases a consumer-facing device.

The opportunity: If AR glasses gain traction, they could change how people use maps, shop online, and engage with personal assistants.

Jayhawk could also help Amazon extend its reach beyond home devices and into users’ daily lives by integrating with Alexa, Prime Video, and Prime, turning the device into both a shopping gateway and a lifestyle device.

However, startups and other Big Tech players are ahead of Amazon by a few years and are firmly established. Ray-Ban Meta glasses sold over 1 million units in 2024, entrenching its brand in the smart glasses game.

Growing segment: The global smart glasses market grew 110% YoY in H1 2025, per Counterpoint Research, marking consumers’ rising interest in on-the-go AR and AI experiences.

Amazon’s consumer hardware launch will rely on differentiating its device from both premium AR headsets and lower-cost smart glasses.

• Pricing will be critical. Competing products like Ray-Ban Meta Smart Glasses and Xreal Air 2 Pro both start at $299.
• Utility must be clear. Amazon will need to demonstrate real-world use cases—such as navigation and productivity tools—to attract skeptics.

External asset: Amazon will rely on AR technology from Meta-Bounds, a Chinese firm that has also partnered with companies like SoftBank, Meizu, and Baidu.

By building on existing AR technology instead of developing everything in-house, Amazon could help speed up development and avoid any challenges at launch. A reluctance to use outside technology has slowed down other Big Tech players, as seen with Apple.

Our take: The push in AR glasses reflects Amazon’s long-standing strategy of building hardware as a gateway to services and subscriptions. If successful, the device could lock consumers even more tightly into Amazon’s marketplace, collect constant user data for AI model and product improvement, and encourage daily engagement with Amazon platforms.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.