Amazon has quietly pushed up prices across a swathe of its consumer hardware without a formal announcement, and the changes are now live on its store. The increases hit Echo smart speakers, Fire TV streaming sticks, Kindle e-readers and eero mesh Wi-Fi systems, with some models up by as much as 60 percent and others by up to $100.
The move was first flagged by Fortune and confirmed by an Amazon spokesperson. The company pointed to pressure from component markets rather than a product refresh, and said it still intends to keep devices accessible through promotions.
Echo and Fire TV see steepest percentage rises
The base Echo Dot takes the biggest percentage hit. It previously sold for $50 and now lists at $80. That is a 60 percent jump on the entry-level smart speaker that has long been Amazon's gateway device for voice assistants in bedrooms and kitchens.
Larger displays are also more expensive. The Echo Show 21 rises from $400 to $500. Other Echo variants have been adjusted in line with the broader repricing, with the overall Echo family now sitting at a higher floor price.
Fire TV hardware is up too, though the absolute numbers are smaller. The Fire TV Stick HD moves from $35 to $40. The higher-end Fire TV Stick 4K Max climbs from $60 to $85, a $25 increase that represents a significant uplift for a streaming dongle that competes directly with Roku and Google TV sticks.
Kindle e-readers get pricier
Amazon's reading business is not spared. The current 16GB Kindle now costs $150, up from $110 previously. The 16GB Kindle Paperwhite, Amazon's best-selling e-reader, rises from $160 to $200.
Those increases come as the company has been promoting the Paperwhite as its mainstream reading option, and the new pricing narrows the gap to more premium tablets. The $40 uplift on both models is likely to be felt by students and casual readers who bought the devices as low-cost entry points.
eero mesh Wi-Fi costs more
Home networking gear is also affected. The eero 7 three-device kit now costs $400 instead of $350. The eero Pro 7 three-pack jumps from $700 to $800.
Amazon Ring products, by contrast, have not been touched in this round, according to Fortune's reporting, leaving the security camera and doorbell line at existing price points for now.
Why prices are moving now
An Amazon spokesperson told Fortune the changes reflect "significant increases in memory and storage component costs". The spokesperson added the company still wants to provide products at accessible prices as well as offer promotions throughout the year.
The explanation lines up with the ongoing memory shortage that industry watchers have dubbed RAMaggeddon. DRAM and NAND prices have remained elevated through 2026 after a series of fab constraints, weaker demand corrections and increased content requirements for AI-enabled features. Devices that rely heavily on memory for performance, local storage and on-device models are being squeezed hardest.
Amazon is not alone in passing the cost on. Earlier this summer Apple raised prices across iPads and MacBooks citing similar supply chain pressures. In July Roku lifted prices on its streaming devices by up to $50 for comparable reasons.
For consumers, the timing is awkward. The Echo Dot's jump from $50 to $80 removes the sub-$60 entry point that helped drive adoption. Kindle buyers face a $40 uplift on the base model and $40 on the Paperwhite, which could push some shoppers toward used devices or competitors.
Amazon has historically relied on hardware as a loss leader to drive Prime subscriptions and content sales. Sustained component inflation makes that model harder to maintain, and the company appears to be passing more cost through while still signalling intent to run seasonal deals.
The price changes are live now on Amazon's UK and US stores, with no new hardware announcements accompanying them. Shoppers looking to buy before the next sales event may want to move quickly, as the previous price points are no longer available.
