Amazon’s approach to releasing new hardware is really different. Instead of a hero product or two, like an iPhone or a Pixel or an Xbox, that then breed add-ons and accessories, Amazon’s Alexa ecosystem is the hero, its Echo range is the name, and Amazon releases dozens of hardware devices at each launch.

And they’re all kinds of crazy! From a ring you speak and listen to, to glasses with built-in speakers, to yes, finally, Amazon’s own wireless earbuds, at least nine major Echo products were released. Amazon isn’t saying: this one new Echo product will make or break us. It’s saying, let’s try one of Echo-everything, and surely one of these devices will go from niche to necessity. 

However: is an Alexa that’s with you everywhere and anywhere actually useful? Is it valuable? That’s an open question, but Amazon is trying to make it so. You just have to pay to try it.

As for the products...

Here are five new devices you might have expected:

• Amazon Echo Buds. Finally, we see Amazon’s own wireless earbuds, taking on the Apple AirPods and the best alternatives in the Samsung Galaxy Buds and Sony WF-1000XM3. 
• The Echo Buds offer Alexa commands on the go, with five hours of music playback, IPX4 rated to handle sweat and light rain, and use microphones to cut down outside noise with Bose active noise-canceling. For $130, with ANC, that seems like decent value, depending on how the reviews shake out.
• The obvious downsides are that the case is stocky, and it charges with micro-USB for no reason I can understand. But they appear well-priced.
• The Amazon Echo Studio is a higher-end, higher-quality smart speaker, with five directional speakers including woofer. Amazon is going for the likes of the Sonos range, Google Home Max, and/or Apple HomePod with this, and it is $200 on pre-order. If it sounds good, it could be a winner.
• Amazon Echo third-generation speaker - the next-gen Echo is the same price at $100, but has better bass, plus a new twilight blue color. Not enough for an existing owner to buy as an upgrade, I’d have thought.
• Echo Dot with clock. This isn’t a fourth-generation Dot device just yet, but a variation. The speaker now shows the time on an LED display, so it’s more like a smart alarm clock, for $60.
• Amazon Echo Show 8 - with 8-inch screen, this Echo Show variant sits between the standard 10.1-inch and smaller 5.5-inch Echo Show, in size, and in price: $130, pre-orders are open.

And here are four that go from a little weird to pretty out-there:

• Echo Flex: This is a small plug-in smart speaker with Alexa, that plugs into a socket and tries to take Alexa into new areas where a standalone speaker wouldn’t usually fit. It does have USB-A ports for accessories such as motion sensor or a light, or charging devices. $25, accessories $15 each.
• Echo Glow. This is a smart lamp or nightlight with some custom Alexa modes. It’s $30.
• Echo Frames and Echo Loop. Invite-only wearables! These two odd, experimental devices are invite-only at this stage, under new “Day 1 Edition” branding from Amazon.
• The Frames are glasses with hands-free access to Alexa, with speakers mounted in the frames at your ears. They’re light, charged with a custom cord and port, and don’t have any visual elements in the lenses, just Alexa tied to an Android smartphone, speakers, and small LEDs in the top of the frame. This is not AR, it’s more making Alexa hugely visible on your face, and will probably make people wearing AirPods or earbuds look incredibly normal. Apply to get the Frames here, and if you get in they’re $180.
• The Loop is a smart ring. It lets people press a discreet button on the ring to talk to Alexa, and then hold the ring up to their ear to listen back to Alexa. Again, this video explains it. Does anyone need Alexa with that much discretion? Sign up for the Amazon Echo Loop invite here, and it’s $130 if you get in.
• Who knows if either will be a success, but public beta-testing, at decent prices, isn’t the worst idea. 
• Also: Alexa Microwave and Alexa Smart Oven (The Verge), plus some new or refreshed Ring devices including a pet tracker.

Also: Amazon now has new privacy settings for Alexa, including the ability to easily delete specific recordings and automatically delete them after three or 18 months: Here’s all the ways that Amazon is fixing Alexa, from privacy to a more human voice. Oh, and you can get a Samuel L. Jackson voice, including an explicit version (Gizmodo).

And don’t miss: Somewhat hilariously, Amazon’s own executive promoted the company’s new Echo Buds on Bloomberg TV… while wearing Apple AirPods. Oof.