New Delhi: Amazon makes a big move for their future. They have acquired San Francisco-based AI wearables startup Bee, marking a new interest in their personal device category after the tech giant discontinued its Halo fitness trackers last year. This acquisition was revealed on LinkedIn by Bee’s co-founder, Maria de Lourdes Zollo, and later confirmed by spokesperson Alexandra Miller. In that LinkedIn post, Zollo wrote, ” When we started the Bee startups, we imagined a world where AI is truly personal, where your life is understood and enhanced by the technology that learns with you. When began a dream with an incredible team and community, it now finds a new home at Amazon.
From A to 🐝 to Z! Bee is joining Amazon! pic.twitter.com/bFMmpwXlbv
— bee (@bee__computer) July 22, 2025
Bee is known for developing a $49.99 wrist-worn AI device that pairs with smartphones to capture and analyse everyday conversations, generating real-time summaries, reminders, and to-do lists. This device resembles a smartwatch in form but is designed as an AI-first productivity tool, focusing on providing context-aware assistance.
This acquisition comes amid Amazon’s broader push into AI infrastructure and consumer-facing applications. Over the past year, the company has rolled out its proprietary Nova large language models, Trainium chips for the AI workloads, a latest Bedrock platform offering access to third-party models, and a generative AI-powered shopping assistant. Amazon is also reworking legacy products, such as Alexa, by integrating more advanced AI capabilities into its voice assistant. Separately, its home security subsidiary Ring is exploring the use of generative AI in future hardware updates.
While the financial details of the Bee acquisition have not been disclosed, the move is being viewed as part of Amazon’s strategic effort to re-enter the wearables space with a sharper AI focus. The company exited the category last year after discontinuing Halo, its health-oriented wearable line, citing broader cost-cutting measures.
This acquisition also aligns with the wider industry trend of embedding generative AI into consumer devices. As Big Tech firms race to personalise AI experiences across hardwired software, Amazon’s bet on low-cost AI-native wearable devices could signal a shift in its hardware strategy, and this might be a good move for Amazon by acquiring AI startup Bee.
