Amazon Hikes Hardware Prices by Up to 60 Percent Across Echo, Kindle and Fire TV Lines

Amazon has quietly increased retail prices across its signature consumer hardware lineup, imposing increases of up to 60 percent on smart speakers, streaming sticks, e-readers, and networking equipment.

The unannounced price revisions, initially documented by Fortune, affect many of the retailer’s most popular devices. The steepest relative jump hit the entry-level Echo Dot, which climbed from $50 to $80. Higher-end hardware also saw substantial dollar increases, with the Echo Show 21 rising by $100 to a new retail price of $500.

The Fire TV Stick HD increased by $5 to $40, and the Fire TV Stick 4K Max jumped from $60 to $85, extending price adjustments through the Fire TV streaming family. Amazon’s dedicated e-reader division implemented comparable adjustments.

Now selling for $150, up from $110, the standard 16GB model of the Kindle joins the increases, while the 16GB Kindle Paperwhite moved from $160 to $200.

The company’s home networking brand, eero, also instituted price hikes on its mesh systems. The standard three-device eero 7 package rose from $350 to $400, while the eero Pro 7 3-pack saw a $100 increase, moving from $700 to $800. Across Amazon’s hardware portfolio, the Ring home security division was excluded from the price updates.

An Amazon spokesperson confirmed the price changes to Fortune, attributing the decision to “significant increases in memory and storage component costs.” The spokesperson stated that the company remains focused on maintaining accessible pricing and will continue offering regular promotional discounts.

The revisions follow a broader pattern of hardware price adjustments across the consumer electronics sector driven by global memory supply pressures. Apple previously implemented price hikes on select MacBooks and iPads earlier in the summer, while streaming device competitor Roku increased prices across its hardware lineup by up to $50 in July.