Amazon just confirmed development of its consumer-focused AR glasses, codenamed “Jayhawk”—a move that could redefine the landscape of wearable technology and put the company in direct competition with Meta and Apple.
On September 10, sources revealed that Amazon is working on two models: “Jayhawk” for consumers and “Amelia” for delivery drivers. Jayhawk features microphones, speakers, a camera, and a full-color display in one eye. The glasses, designed for mass-market users, are slated for release in late 2026 or early 2027. Meanwhile, the Amelia version, tougher and less sleek, will guide Amazon’s 100,000-strong driver fleet with turn-by-turn navigational overlays by mid-2026.
Amazon is developing smart glasses under the codename Jayhawk. pic.twitter.com/rQdPblxvpQ
— Jukan (@Jukanlosreve) September 10, 2025
$AMZN is developing consumer AR glasses, codenamed Jayhawk, featuring a camera, mics, speakers, and a full-color display in one eye, The Information reports.
— Wall St Engine (@wallstengine) September 10, 2025
Amazon is also working on Amelia AR glasses for delivery drivers to give on-screen delivery instructions, putting it in… pic.twitter.com/7oOFFcdDmZ
Why Project Jayhawk and Amelia Matters ?
The project Jayhawk and Amelia marks Amazon’s first big entry into the smart eyewear market, joining the fray with Meta, which is preparing to unveil the premium $800 “Hypernova” AR glasses this month. Meta’s Ray-Ban Meta glasses, launched in 2023, have already sold millions, but Jayhawk aims to leapfrog competitors with a streamlined design and Alexa voice integration. Google and Apple’s Vision Pro also add heat to the race, although Apple is reportedly struggling with slower-than-expected Vision Pro sales and delayed upgrades.
TRENDING
Industry experts say that while enterprise AR—like driver navigation tools—has proven efficiency benefits with error reductions and productivity jumps of 10–25%, the consumer segment will depend on price, comfort, and app integration. Amazon’s dual approach bridges both: bringing AR into daily logistics work and consumers’ weekend plans.
What the Competition is Doing ?
Meta’s Hypernova is about to debut with mini apps, alerts, and a display built into the right lens. At the same time, Apple’s Vision Pro is working through rougher-than-expected early adoption. Google’s focus remains on enterprise AR for now, leaving the consumer field open for a major shakeup.
What could Happens Next ?
Amazon could pilot Amelia glasses with 100,000 drivers as soon as Q2 2026 and launch Jayhawk to the wider public within a year or so after that. Both models use display tech from Chinese supplier Meta-Bounds. According to me Key questions for Jayhawk would be price, battery life, privacy features, and Alexa’s integration depth. If Amazon nails these details, wearable AR could finally hit the mainstream.
But the market’s not forgiving. Previous launches like Google Glass faded, and even Meta’s popular Ray-Bans have attracted privacy controversies. The next year is shaping up as a battle for both utility and trust in AR wearables.
What I Think: The Conclusion.
This whole Amazon AR glasses launch honestly reminds me of Google’s Glass experiment back in 2013. Sometimes, I think tech just needs another shot to really take hold and change the world.
If you ask me, Amazon’s next wearable could totally reshape how we shop, work, and communicate day to day. Of course, there’s always the chance it could face the same hurdles as earlier smart glasses—privacy questions, price, or just plain public acceptance. Either way, it feels like we’re on the edge of another big moment for tech, and I can’t help but watch with a dose of cautious optimism.
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