Amazon has quietly raised prices across several of its hardware lines, including Echo speakers, Fire TV streaming devices, Kindle e-readers, and eero mesh Wi-Fi systems. The increases, first reported by Fortune, affect US consumers directly and come without any formal product announcement from the company. Some devices now cost as much as 60 percent more than their previous list prices, while others have jumped by as much as $100.
The steepest percentage increase applies to the base model Echo Dot, which rose from $50 to $80. Other Echo products also saw notable hikes, with the Echo Show 21 moving from $400 to $500. In the Fire TV lineup, the Fire TV Stick HD went from $35 to $40, and the Fire TV Stick 4K Max climbed from $60 to $85. Amazon’s Kindle family saw similar adjustments, with the 16GB model of the latest Kindle now priced at $150, up from $110, and the 16GB Kindle Paperwhite rising from $160 to $200.
Amazon’s eero mesh Wi-Fi products were not spared either. The eero 7 three-device package now costs $400, up from $350, while the eero Pro 7 three-pack increased from $700 to $800. According to Fortune, Amazon Ring products did not receive any price updates in this round of changes. The company confirmed the price increases to Fortune, attributing them to significant increases in memory and storage component costs.
An Amazon spokesperson told Fortune that the company still aims to offer products at accessible prices and will continue to run promotions throughout the year. The statement did not specify when the new prices took effect or how long they might last. The move affects a broad range of popular consumer devices, making the price changes visible to many US households that rely on Amazon’s ecosystem for entertainment, reading, and home networking.
Amazon is the latest major technology company to adjust prices in response to the ongoing memory shortage, which has been dubbed RAMaggeddon by industry observers. Earlier this summer, Apple raised prices on its hardware products, including iPads and MacBooks, for similar reasons. Roku also increased prices across its device lineup in July, with some products costing up to $50 more.
The price hikes come as supply chain pressures on memory and storage components continue to ripple through the consumer electronics market. For US shoppers, this means that even market-leading platforms like Amazon are passing along higher input costs. While Amazon has not announced any further changes, the pattern across multiple companies suggests that memory-related cost pressures remain a significant factor in device pricing.
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