Amazon has quietly raised prices across several of its hardware lines, making Echo speakers, Fire TV sticks, Kindles and eero routers considerably more expensive overnight.
The increases affect a range of Amazon’s own devices, with some of the biggest jumps coming on its cheaper products. The base Echo Dot, for example, has gone from $49.99/£54.99 to $/£79.99, while the 16GB Kindle has increased from $109.99/£94.99 to $149.99/£139.99.
The Kindle Paperwhite hasn’t escaped either, with the 16GB model rising from $/£159.99 to $/£199.99. Amazon’s Fire TV range has also been hit, with the Fire TV Stick HD increasing from $34.99/£40 to $39.99/£59.99 and the Fire TV Stick 4K Max jumping from $59.99/£69.99 to $84.99/£99.99.
Amazon’s eero networking products are also more expensive. The eero 7 mesh Wi-Fi system has increased from $349.99 to $399.99, while the eero Pro 7 has risen from $699.99 to $799.99. The Echo Show 11 has seen a smaller increase, moving from $/£219.99 to $/£249.99.
Interestingly, Amazon hasn’t raised prices on its Ring products, so the increases don’t apply across every hardware brand owned by the company.
Amazon confirmed the price changes and pointed to rising memory and storage costs as the reason. A company spokesperson said the consumer electronics industry is facing “significant increases” in memory and storage component costs, adding that Amazon had absorbed those increases for as long as it could before adjusting prices.
The company says it will continue offering promotions across its hardware range throughout the year, which could soften the impact for shoppers willing to wait for a deal.
Amazon isn’t the only company dealing with higher memory costs. Strong demand for AI computing has put pressure on memory chip supplies, with Apple, Microsoft, Dell, HP, Lenovo and Asus also raising prices or changing hardware configurations.
The timing is particularly interesting for Amazon, as the company is preparing for its next hardware event in the autumn. Meanwhile, CEO Andy Jassy recently said Amazon expects to spend $220 billion on capital expenditure this year, largely on the data centres needed to power its AI services.
With memory costs continuing to climb, Amazon’s hardware may not be the bargain it once was.
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