Amazon is adding Alexa to more devices to try and catch up with Google

Amazon has a long way to go before it catches up with Google, but that won't stop it from trying.<br><br>At its annual fall hardware event on Wednesday, Amazon CEO Dave Limp said that the company has shipped more than 100 million Echo smart speakers in 2023 alone. That's a big number and one that's bound to make Amazon proud, but it's nothing compared to the 1 billion devices Google Assistant can be found on.<br><br>That didn't stop Amazon from pushing ahead, though, with several new devices announced during the event. None of them are necessarily revolutionary, but they do show Amazon's commitment to making Alexa a big part of its ecosystem.<br><br>Perhaps the most interesting announcement is that of the Echo Pop smart speaker, a device that I'm sure Amazon wishes it had announced years ago. The Echo Pop is a smart speaker with a built-in display and is a clear attempt to take on the Google Home Hub. The device features a 7-inch touchscreen and also a camera, allowing users to make video calls. But where Amazon might struggle is in terms of what that display can actually do. The Home Hub is tightly integrated with Google services, for example, and it's such integrations that make it so useful.<br><br>Speaking of useful, Amazon also showed off its new Echo Studio, a smart speaker with a big focus on audio quality. The Echo Studio features five drivers and will use machine learning to determine the acoustics of your room and adjust the audio accordingly. It'll also work with Apple AirPlay 2, making it a great option for Apple device owners. But again, Amazon is playing catch-up here. Google has the Home Max, Apple has the HomePod, and Amazon is only now catching up.<br><br>There's also a new Echo Flex, a smart plug that doubles as a smart speaker. The device ties into the rest of the Echo lineup and is a cheap way to get smart speaker access into every room in the house. It's a good idea, but again, not one that's new or groundbreaking.<br><br>Perhaps the best thing that Amazon could do right now is work on its smart home platform. Amazon Alexa, as it's called, is still a jumbled mess of apps, skills, and interfaces. The new Echo Show 5, Echo Show 8, and Echo Dot all run different versions of the Alexa interface and none of them are anywhere near as polished or usable as Google Home or Apple HomeKit.<br><br>But what Amazon does have is market share, and it's pushing that advantage as far as it will go. Devices like the Echo Frames are perfect examples of how Amazon is trying to get Alexa into people's lives, even if they aren't necessarily smart speakers. The Echo Frames are a pair of smart glasses that are similar to Google Glass, but without that display on your face. They do have microphones, though, and those microphones mean that you can interact with Alexa no matter where you are or what you're doing. It's a clever idea, but one that might not sell well. People aren't exactly keen on the idea of smart glasses, remember.<br><br>So, while Amazon might not be doing anything new, its sheer push to get Alexa into devices will almost certainly keep it relevant. It's just a shame that it isn't pushing the boundaries of what smart speakers and smart home devices can do. With Google, Apple, Amazon, and Samsung all vying for a space in your home, you might expect more innovation. More exciting ideas. But instead, what we get are slightly improved smart speakers and another attempt to catch up with the competition.<br><br>Amazon is trying, that's for sure. Let's just hope that it doesn't get too comfortable playing catch-up.