Syed Saif Ul Hassan 
Sep 17, 2025
Meta has built an overwhelming amount of reputation in the realm of tech, and the credit for a substantial chunk of this popularity goes to Meta's Ray-Ban Smart Glasses. But, now it looks like Meta smart glasses' dominance is on the verge of collapse as Amazon is reportedly developing a new consumer-focused augmented reality (AR) device, codenamed “Jayhawk”.
Amazon's new AR smart glasses: Key features
Amazon's monocular display device, rumoured to be released by late 2026 or early 2027 at a price tag of $800, will feature a camera, speaker, and microphone. This wearable will be an advanced version of Amazon’s experience with its Echo Frames.
The standout aspect of the e-commerce giant's upcoming AR glasses is that they will be competing on two frontiers with two variants named Jayhawk and Amelia.
According to experts, Amazon's Jayhawk would be a consumer-centric version of the wearable, whereas the Amelia will be better utilised in logistics.
The Jayhawk variant of Amazon's smart glasses is a sleeker one for ordinary users, coming with a full-colour display in one eye for notifications, media controls, and seamless Alexa integration.
On the other hand, the Amelia version is said to be a more robust and bulkier version designed for Amazon delivery drivers. Complementing drivers with a visual navigation system to assist with package sorting and delivery. This version is tipped for an earlier release, most likely around mid-2026.
Amazon's Jayhawk AR device vs Meta Ray-Ban Smart Glasses
While the aforementioned list of features seems attractive, analysts warn that it will be a challenge to make consumers pay a hefty $800 price and beat the widely acclaimed Meta Ray-Ban Smart Glasses.
That being the case, Amazon must align the aesthetic and build quality of Jayhawk with such an enormous price.
Success chances of Amazon's Jayhawk AR glasses
A few possible workarounds which might help Amazon secure an edge against Ray-Ban Meta Smart Glasses include:
- Strategic partnerships: The tech juggernaut needs to collaborate with eyewear brands to gain credibility and improve the design and comfort of the glasses.
- AI-powered features: Making Jayhawk stand out with advanced AI capabilities, such as live translation, multimodal interactions, and context awareness, may help it offer a compelling user experience beyond just a visual display.
The success of Amazon's both “Jayhawk” and “Amelia” smart glasses depends on Amazon’s ability to combine its AI and logistics strengths with a design and user experience that goes well with a premium consumer base.
