Amazon has raised list prices across its Echo, Kindle, Fire TV, and eero hardware lines, with reported increases ranging from about 11% to 60%. The changes took effect around August 21 without a public announcement.
The steepest increase hit one of Amazon’s cheapest devices. The Echo Dot climbed from $49.99 to $79.99, while the base Kindle rose from $109.99 to $149.99 and the Fire TV Stick 4K Max jumped from $59.99 to $84.99.
Amazon’s new device prices, model by model
Fortune first reported the overnight repricing after reviewing Amazon’s listings. The Verge documented most of the changes, while The Next Web and Tom’s Guide reported additional Fire TV, Echo, and Kindle models.
The Echo Dot has the largest percentage increase in the group at 60%. The Echo Show 21 and eero Pro 7 have the biggest increases in dollar terms, each adding $100 to its previous list price.
Amazon did not announce a consolidated repricing list covering every device. Among the products reported as unchanged are Ring cameras and video doorbells and the $219.99 Echo Studio.
The Fire TV Stick HD is a particularly clear example of how quickly Amazon’s pricing has changed. When Amazon launched the model in April, it started at $34.99. Its new list price is $39.99.
Amazon says higher memory and storage component costs are behind the increases. The company told Fortune that it adjusted pricing after absorbing higher component costs for as long as it could.
Retailer discounts could soften the price increases
Amazon has said it will continue running promotions across its device lineup, meaning the new list prices will not necessarily be what buyers pay at checkout.
Third-party retailers may also have inventory at older prices. When TechRepublic checked Target on August 26, the retailer was still listing the Echo Dot at $49.99 rather than Amazon’s new $79.99 list price.
Those listings can change quickly, so buyers should confirm the seller, exact model, and checkout price before treating an older price as still available.
Fire TV buyers also have another recent change to factor into the calculation. Amazon made Alexa+ on Fire TV available at no additional cost on eligible US devices, even without Prime. Some advanced Fire TV functions and Alexa+ access on compatible Echo devices still require Prime or the paid plan.
Before buying an affected Amazon device:
- Compare Amazon’s current list price with major retailers that may still have pre-hike inventory.
- Confirm the exact model because similarly named Fire TV, Echo, and Kindle devices can carry different prices.
- Check for Amazon promotions before buying at the new list price.
- Recalculate the total cost when buying multiple eero units, Echo devices, or streaming sticks.
Some of the sharpest percentage increases hit Amazon’s lower-priced devices, making the repricing particularly noticeable for buyers accustomed to cheaper entry points. With promotions still planned and some retailers showing older prices, checking more than one listing could make a significant difference.
Also read: Microsoft’s Xbox price increases push the Xbox Series X to $800 as memory and storage costs put pressure on another major hardware lineup.
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