Amazon is reportedly building its first consumer‐grade augmented reality (AR) glasses under the codename Jayhawk, slated for release in late 2026 or early 2027, according to multiple industry sources. These glasses are expected to feature a full-color display in one eye, plus components like microphones, speakers, and a camera. Alongside this, Amazon is also said to be planning a version for its delivery drivers (internally called “Amelia”), with more utilitarian features focused on navigation and delivery logistics. The driver-oriented model may debut earlier, possibly by the second quarter of 2026, with an initial production run of about 100,000 units. This dual-product approach and the timing put Amazon in more direct competition with Meta and other companies already gaining ground in wearable/AR technologies.
Sources: TrendForce, Reuters, UploadVR
Key Takeaways
– Amazon is pursuing a dual strategy: a sleek consumer model (Jayhawk) and a more functional, efficiency-focused model for delivery drivers (Amelia), to target different market segments.
– The consumer AR glasses are expected to compete head-to-head with products from Meta, leveraging features like a full-color display, camera, speakers, and mic, while the delivery version prioritizes navigational assistance and practicality.
– Timing matters: the driver-version may arrive in Q2 2026, whereas the consumer‐grade model is anticipated in late 2026 to early 2027, implying Amazon wants to test/use internally before full public rollout.
In-Depth
The race for augmented reality (AR) wearables is heating up, and Amazon is stepping into the ring with a two-pronged strategy. On one side is Jayhawk, the consumer version of their AR glasses: sleek, full-color display in one lens, built-in camera, speakers, and microphones. On the other is Amelia, a delivery-driver-focused design more rugged, focused on functionality over style, helping workers with route navigation and operational efficiency. The underlying technology between the two reportedly overlaps, but Amazon is tailoring each version to its intended user—stylish utility for the public, operational usefulness for its workers.
Sources suggest the delivery model (Amelia) may arrive first, as soon as Q2 2026, with Amazon planning an initial production of about 100,000 units. This early supply suggests internal or pilot use, likely to iron out hardware and firmware issues, build out use-case feedback, and refine supply chain logistics. The consumer model (Jayhawk) is expected in late 2026 or early 2027, giving Amazon more time to refine aesthetics, battery life, display performance, and public-facing software experiences.
This move positions Amazon directly against Meta, already a leader in smart and AR glasses through its Ray-Ban Meta line and other ambitious prototypes. With several companies — Meta, Google, Samsung, among others — pushing into wearables, Amazon’s entrance signals more competitive pressure ahead: consumers will have more choices, which could drive innovation in display tech, battery efficiency, design, and pricing.
But there are risk factors. Balancing style and functionality is hard; batteries, weight, field of view, latency, privacy, and cost are all critical hurdles. For the driver version, durability and usability in harsh conditions will matter more; for consumers, fashion, comfort, and software integration (e.g. AR apps, updates, voice assistants) will carry weight. If Amazon can deliver on its promises, the potential is to reshape a growing AR segment—not just for early adopters, but more broadly.
Overall, Amazon’s plan for these AR glasses shows strategic timing: test inward (drivers) first, refine, then launch outward. If all goes well, by early 2027 we might be seeing a new wearable from Amazon sitting on foreheads rather than shelves—and raising the stakes for Meta and its competitors.