Tech Desk 
Jul 23, 2025
Amazon's acquisition of the wearable AI startup Bee highlights the company's interest in creating advanced wearable AI technology.
Amazon has confirmed the acquisition, but the deal is still pending, according to Bee's co-founder, Maria de Lourdes Zollo, who made the announcement on LinkedIn. "Bee's wristband, which costs £39.99 and requires a £15 monthly subscription, records background chatter to create to-do lists and reminders."
In a previous interview with TechCrunch, Zollo said that Bee wants to develop a "cloud phone" that integrates users' accounts and notifications for simple organisation and communication.
According to its website, Bee's goal is to offer "a personal, ambient intelligence that feels less like a tool and more like a trusted companion."
In contrast to its voice-activated home assistants, such as the Echo speakers, this acquisition demonstrates Amazon's strategic interest in wearable AI devices.
AI-powered devices are also being invested in by other tech behemoths like OpenAI and Meta. While Meta is incorporating AI into its smart glasses, OpenAI is reportedly developing its own AI hardware.
Numerous reports claim that Apple is working on creating smart glasses with artificial intelligence.
The use of these devices raises privacy and security concerns because of their recording capabilities. According to Bee's website, its current privacy policy states that audio recordings are not saved or used for AI training, and users can remove their data.
To be an effective assistant, the app saves information it has learnt about the user. Bee has already stated on its website that it will only record voices with verbal consent and that it is working on a feature that will allow users to pause learning according to location and topic.
Amazon has a mixed record when it comes to handling user data, due to its sharing of Ring security camera footage with law enforcement without permission.
In 2023, Ring also reached a settlement with the Federal Trade Commission over allegations of widespread access to customer videos.
However, offers to join Amazon have been made to Bee employees, demonstrating Amazon's dedication to funding creative startups advancing wearable AI technology.
It is unclear how the acquisition will affect Bee's policies and user data handling. Amazon is positioned to solidify its position in the wearable AI market with this move.
