The Consumer Electronics Show might persuasively be rebranded the Amazon Alexa Show, Morning Brew suggests.
Amazon is using this year’s conference to introduce deeper integration in TVs, with models from Samsung, LG and more that come with the company’s voice assistant baked in. To be fair, some of those also support Google Home and Apple’s Siri.
But Alexa is also popping up in the Lamborghini Huracan Evo as well as electric trucks from (Amazon-backed) Rivian, Morning Consult notes.
Amazon said Monday that consumers now use hundreds of millions of Alexa-enabled devices worldwide, up from 100 million last January.
Analyst Patrick Moorhead told CNET that’s just the start. “I believe Amazon has made good progress getting itself into 100,000 different products,” he wrote, “but the opportunity is likely 10x that over 10 years.”
Elsewhere at CES: Samsung is rolling out a 43-inch TV that can rotate to play smartphone-style vertical video
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