Amazon to Enter AR Battle with New Smart Glasses

It seems that the smart glasses segment is a niche about to explode. The popularity of Meta’s Ray-Ban has led more and more brands to focus their attention on this market. Even Samsung is expected to launch a similar product developed in conjunction with Google in the near future. Now, a recent report claims that Amazon will be the next to jump on the AR smart glasses bandwagon.

According to The Information, the e-commerce titan is developing not one, but two pairs of augmented reality (AR) glasses. One would target the consumer market, while the other would be a tool for Amazon’s delivery drivers.

Amazon working on AR smart glasses for consumers and delivery drivers

This is a surprising twist on Amazon’s rumored strategy. A Reuters report from last year suggested the company was only working on a pair of smart glasses to help its delivery drivers become more efficient. But now, it appears Amazon is setting its sights on a bigger prize: competing with products like the Meta Ray-Bans.

The consumer-focused glasses, codenamed “Jayhawk,” are reportedly being designed to be sleek and less bulky than their professional counterparts. They are said to include features like microphones, speakers, a camera, and a full-color display in one eye. This would place them in direct competition with Meta’s own AR efforts. The report suggests we might see these on the market as early as late 2026 or early 2027.

Meanwhile, the other pair of glasses, codenamed “Amelia,” is intended for Amazon’s massive workforce of delivery drivers. These glasses will display instructions right on the eyeglass screens. They could be a great tool to help workers deliver packages more efficiently. Sources claim this version could be released much sooner, possibly in the second quarter of 2026. This particular model would have an initial production run of 100,000 units.

Both models will share the same AR tech

Both models will reportedly use the same core AR display technology. More specifically, a Chinese company called Meta-Bounds would provide said technology. This approach highlights Amazon’s dual-pronged approach. The company aims both to improve its own logistics and to carve out a space in the growing consumer AR market.

While the details are still based on leaks, this move signals a major strategic shift for Amazon. Instead of focusing solely on internal efficiency, the company appears ready to take on the likes of Meta. It will be interesting to see if it can carve out a space in a market that has proven challenging for even the biggest tech players.