Thought Leadership
Amazon is apparently working on augmented reality glasses – initially only for delivery drivers. The device developed under the code name “Jayhawk” is to have a full-color display and integrate microphones, speakers and a camera.
As reported by The Information, Amazon is developing AR glasses with a color display under the project name “Jayhawk”. In addition to the display, the technology also includes microphones, speakers and a camera function.
Competitive AR market
Amazon is positioning itself alongside established players such as Meta, Google, Samsung and Snap in the competition for AR glasses. Meta is preparing to present its “Hypernova” glasses at its Connect event, which will have a display for apps and notifications – a further development of the Ray-Ban collaboration. The Facebook Group is also working on “Orion”. Snap also wants to launch AR glasses in 2025.
Logistics before end customers
Unlike its competitors, Amazon is initially focusing on its own supply chain. The glasses for parcel deliverers, known internally as “Amelia”, are to be produced in an initial batch of 100,000 units.
The design is deliberately more functional than planned consumer models. Delivery staff receive specific delivery instructions via the integrated display. Reuters already described the system in 2023 as “turn-by-turn navigation on a small display”.
Amazon is not planning AR glasses for private customers until 2026/2027. The current Echo Frames are not as advanced as the Meta-Ray-Ban glasses.
By focusing on logistics, Amazon can test and optimize the AR technology under real conditions before it is offered to end consumers.
