Amazon today announced a new hardware product called Echo. It’s essentially a speaker unit dedicated to being a voice-control system. It kind of sounds like Siri but in a speaker for a single room instead of in your iPhone, iPad, or Apple Watch.

You can set alarms, control music, ask about the weather, search the web, ask questions, and access local news. It streams content via Bluetooth and WiFi, and connects to the Fire Phone (if you have one, lol), iOS via the browser, Android, and desktop computers via the web. Instead of “Hey Siri,” you say “Alexa” to start speaking the device. You’ll need a Fire OS/Android device to take full advantage, but music should work fine via iOS.

The whole concept is very futuristic, and it’s unclear how beneficial this will be to people with voice-controlled phones. But, hey, this comes from the developers of a faux-3D phone and delivery drones, so this is not completely out of left field. The Echo is $99 for Amazon Prime users, $199 for everyone else, and (for some reason) you need an invitation to receive the honor to buy one of these untested things.

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