Why did Amazon acquire Bee, an artificial intelligence-powered wearable device

AI Takes Center Stage at CES: Amazon Unveils Bee Wearable

This year’s Consumer Electronics Show (CES) in Las Vegas was brimming with artificial intelligence, making its way into everything from smart rings and screens to TVs—and even AI-powered ice cube makers. Amazon seized the opportunity to introduce its latest innovation: Bee, a wearable AI device that can be clipped on as a pin or worn as a bracelet.

While Amazon’s Alexa has already established a strong presence in smart devices—its advanced version, Alexa+, now operates on 97% of Amazon’s hardware—the introduction of Bee marks a significant step toward expanding Amazon’s AI ecosystem beyond the home environment.

Bee: Your AI Assistant On the Go

Bee is primarily designed to capture conversations—be it interviews, meetings, or lectures—but it also serves as a personal AI companion. Drawing on a vast base of general knowledge, Bee learns from your recordings and integrates with services you authorize, such as Gmail, Google Calendar, your contacts, and Apple Health, to better understand your routines and preferences.

Amazon has previously experimented with integrating Alexa into wearables like earbuds and smart glasses. However, these earlier attempts struggled to compete with products like Apple’s AirPods and Meta’s Ray-Ban AI glasses. Recognizing this, Amazon is now expanding its lineup with Bee, aiming to reach users wherever they are.

“We see ourselves as complementary,” shared Bee co-founder Maria de Lourdes Zollo, describing the relationship between Bee and Alexa during a CES interview. “Bee understands life outside the home, while Alexa is focused on the home. Eventually, these two worlds will merge.”

For now, Bee’s AI remains distinct from Alexa. Daniel Rausch, Amazon Alexa’s VP, praised Bee as offering a “deeply engaging and personal” experience, and hinted at a future where Alexa and Bee’s capabilities will be combined for even greater customer benefit.

“When you have seamless access to these AI tools throughout your day, the possibilities for what we can do for users multiply,” Rausch explained.

Personalized Insights and Everyday Use

Bee adapts to each user by analyzing their habits, insights, and commitments, enabling it to suggest reminders and follow-ups as needed. Early adopters include students recording lectures, seniors seeking memory support, and professionals who prefer not to take manual notes during meetings.

“Many users just want a centralized place for summaries of everything they’ve said,” noted de Lourdes Zollo. “Bee builds a comprehensive knowledge graph about you, so you can interact with it to review your experiences and track your personal growth over time.”

How Bee Works

Like Alexa, Bee utilizes a blend of AI models, and Amazon is considering adding its own AI technology to the mix. After transcribing conversations, Bee deletes the original audio, which may limit its usefulness for those who need to replay discussions for accuracy.

Looking Ahead: Bee’s Future Developments

De Lourdes Zollo hinted at exciting plans for Bee in 2026, though details remain under wraps. Recent updates have introduced features such as voice notes, templates, and daily insights. The small San Francisco-based team, working alongside Amazon’s hardware and Alexa divisions, is actively developing new capabilities.

“The potential is limitless, and that’s a big reason we’re thrilled to join Amazon,” she added.