Amazon Prepares Consumer AR Glasses to Compete with Meta

• Amazon is developing AR glasses for consumers, aiming for a 2026–2027 launch, as it expands into a market currently led by Meta’s smart eyewear.

Dual Strategy Targets Logistics and Consumer Markets

Amazon is reportedly working on two augmented reality (AR) eyewear models, marking a strategic expansion into both enterprise and consumer segments. The consumer-focused glasses, codenamed “Jayhawk,” will feature a full-color display in one eye, along with microphones, speakers, and a camera. A second model, designed for delivery drivers, will offer turn-by-turn navigation on a compact screen to assist with routing and package drop-offs. Both devices are said to rely on the same core display technology, though the consumer version will be slimmer and more refined in appearance.

The delivery glasses, internally referred to as “Amelia,” could launch as early as the second quarter of 2026, with an initial production run of approximately 100,000 units. Amazon has previously tested wearable tech in logistics, but this marks its first major push into AR for operational efficiency. The consumer model is expected to follow in late 2026 or early 2027, though no pricing details have been disclosed. If successful, this two-pronged approach could strengthen Amazon’s presence in both retail and industrial tech ecosystems.

Competing with Meta’s Expanding AR Portfolio

Amazon’s entry into the AR glasses market places it in direct competition with Meta Platforms, which has gained traction through its Ray-Ban Meta line. Meta’s smart glasses, developed in partnership with EssilorLuxottica, have sold millions of units since their 2023 debut. A new version is expected to be unveiled at Meta’s Connect conference, further intensifying the race for consumer adoption. Amazon’s Jayhawk glasses will need to differentiate themselves in a space already crowded with fashion-forward and AI-integrated devices.

Meta’s recent collaboration with Oakley signals a move toward performance-oriented eyewear, while Amazon appears to be focusing on utility and integration with its existing services. The Jayhawk glasses may offer deep Alexa integration and shopping features, though these details remain speculative. Analysts suggest that Amazon’s success will depend on how well it balances hardware innovation with practical use cases. As AR glasses evolve beyond novelty, user experience and ecosystem compatibility will likely determine market leadership.

Technical Design and Market Timing

The Jayhawk glasses are expected to deliver a hands-free experience that blends digital overlays with real-world environments. Amazon’s design reportedly emphasizes a lightweight frame and minimal bulk, addressing common complaints about early AR devices. The inclusion of a single-eye display suggests a focus on contextual information rather than immersive visuals. This design choice may appeal to users seeking subtle, functional enhancements rather than full augmented reality immersion.

Amazon has declined to comment publicly on the project, but industry sources indicate that the company is positioning itself for a major launch window in 2026–2027. The timing coincides with broader interest in wearable computing, as companies seek to define the next generation of mobile interaction. While Apple’s Vision Pro headset has struggled to gain momentum, Amazon’s approach may benefit from targeting a more accessible form factor. If Jayhawk succeeds, it could establish Amazon as a serious contender in the AR space.