Amazon’s Echo seems great, but what does it hear?

Illustration by James Melaugh/Observer

This morning’s Observer column:

I bought it [the Echo] because it seemed to me that it might be a significant product and I have a policy of never writing about kit that I haven’t paid for myself. Having lived with the Echo for a few weeks I can definitely confirm its significance. It is a big deal, which explains why the company invested so much in it. (It’s said that 1,500 people worked on the project for four years, which sounds implausible until you remember that Apple has 800 people working on the iPhone’s camera alone). Amazon’s boss, Jeff Bezos, may not have bet the ranch on it (he has a pretty big ranch, after all) but the product nevertheless represents a significant investment. And the sales so far suggest that it may well pay off.

Once switched on and hooked up to one’s wifi network, the Echo sits there, listening for its trigger word, “Alexa”. So initially one feels like an idiot saying things such as: “Alexa, play Radio 4” or: “Alexa, who is Kim Kardashian?” (A genuine inquiry this, from a visitor who didn’t know the answer, which duly came in the form of Alexa reading the first lines of the relevant Wikipedia entry.)

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