The science behind Echo Show 10

A combination of audio and visual signals guide the device’s movement, so the screen is always in view.

The first Echo Show represented an entirely new way to interact with Alexa; she could show you things on a screen controlled by voice. Being able to easily see your favorite recipe, watch your flash briefing, or video call with a friend is delightful — but we thought we could add even more to the experience. Our screens are stationary, but we are not. So with Echo Show 10, we asked ourselves: how can we keep the screen in view, no matter where you are in the room? The answer: it has to move.

Creating a device that can move intelligently in a way that improves the Alexa experience and is not distracting was no easy task. We had to consider when, where, and how to incorporate motion into Echo Show to make it feel like a natural extension of how customers experience Alexa.

Combining audio and computer vision algorithms

When you say “Alexa” to any Echo Show device today, you’ll see a blue light bar on screen. The lighter part of that blue light bar approximates the direction the device chooses to focus; we call this beam selection. Echo devices try to select the beam that gives the best accuracy for recognizing what was said.

Cutaway view of Echo 10's motor with a brass disc at the bottom.
A cutaway view of Echo 10's motor (brass disc at bottom).

However, what works for beam selection doesn’t work best for guiding motion. Noises, multiple speakers, or sound reflections from walls and other surfaces can prevent these algorithms from selecting the beam that best represents the direction of the talker. And with audio-only output, it doesn’t matter if Echo’s input system has selected a different beam: the user still hears Alexa’s response. But a screen that’s constantly moving around to avoid these echoes and noises would be a severe distraction.

With Echo Show 10, we solve this problem by combining sound source localization (SSL) with computer vision (CV). Our implementation of SSL uses acoustic-wave-decomposition and machine-learning techniques to determine the direction in which the user is most probably located. Then, the raw SSL measurements are fused with our CV algorithms.

The intersection of design and science

Learn how a team of designers, scientists, and engineers worked together to overcome challenges and create Echo Show 10.

The CV algorithms can identify objects and humans in the field of view, enabling the device to differentiate between sounds coming from people and those coming from other sources and reflections off walls. Sometimes audio can reflect from behind the device, so we added a setup step in which customers set the device’s range of motion. If the device can ignore sounds originating outside its range of motion, it’s better able to avoid reflections and narrow down the direction of the wake word.

The CV algorithms turn the camera image into hundreds of data points representing shapes, edges, facial landmarks, and general coloring; then the image is deleted permanently. These data points cannot be reverse-engineered to the original input, and no facial-recognition technology is used. All of this processing happens in a matter of milliseconds, entirely on-device.

Visualization of the non-reversible process Echo 10 uses to convert images into a higher-level abstraction to support motion.
A visualization of the non-reversible process Echo 10 uses to convert images into a higher-level abstraction to support motion.

The device’s computer vision service (CVS) can dynamically vary the frame rate (the number of frames per second), and it operates with over 95% precision at distances of up to 10 feet. The CVS uses spatiotemporal filtering to suppress ephemeral false positives caused by camera motion and blur. In a multiuser environment, engagement detection — determining which user is facing the device — helps us further target the screen to the relevant user or users.

Defining the experience

With our algorithms built, the next step was to orchestrate the ideal customer experience. We started with capturing data from internal beta participants and product teams. Amazon employees tested Echo Show 10 in their homes, and before the hardware was even ready, we used virtual-reality to gather early input on what movements felt most natural, preferred speed of motion, and so on. What we learned was invaluable.

First, knowing when not to move is just as important as knowing when to move. We wanted customers to be able to manually redirect the screen. But that meant distinguishing between the pressure applied by someone scrolling through a recipe while making dinner and someone physically trying to move the device. The device also needed to know that if it turned in one direction and hit something — a wall, cabinet, etc. — it should not continue to go in that direction.

This required a motor resistance — or “back drive” — that could kick in, or not, depending on the user’s movement. A lot of fine-tuning went into getting that distinction and timing right.

We also had to determine a speed and acceleration that felt natural. The motor allows us to accelerate at up to 360 degrees/second2 to a speed of up to 180 degrees/second. However, at that speed, in a typical, in-home environment, you risk knocking over a glass or a picture frame that might be near the device. Move too slowly, on the other hand, and you might try the customer’s patience — and even risk spurious stall detection. We settled on a speed that was quick but also allowed the device to stop short if it bumped an object.

Lastly, we needed to define the types of movements that Echo Show 10 will make. As humans, we have an innate ability to know when to respond with our eyes versus a full move of the head. Echo Show 10, while not quite as adaptive as a human, tries to approximate this distinction with three zones of perception, defined by the camera’s field of view.

Within the “dead” zone, the center of the field of view, the device doesn’t move, even if the customers do. Within the “holding” zone, the regions of the field of view outside the center, the device turns only if the customer settles into a new position for long enough. And when the customer enters the “motion” zone, the edges of the field of view, the device moves, ensuring that the screen always remains visible.

The range of these zones, their dependency on your distance from the device, and the device’s speed and acceleration are tuned based on thousands of hours of lab and user testing. There are also certain situations where Echo Show 10 will not move — for instance, if the built-in camera shutter is closed or if SSL cannot differentiate between sounds in two very different directions.

Applications

Echo Show stationed on a kitchen counter.
Imagine, says Sajjadi, that as you were cooking the Echo Show 10 was watching you and could alert you if you missed an ingredient. That, he says, would be an example of taking procuedure monitoring from the shop floor to the kitchen.

After solving these scientific challenges came the fun part: what are some of the first features that will use motion? Video calling is a hugely popular feature for Echo Show customers, so the use of auto-framing and motion in calling was obvious. Customers also tend to place Echo Show devices in kitchens and use Alexa for recipes, so not requiring a busy cook to strain to see a recipe on-screen was also top of mind.

And because customers love Alexa Guard for helping keep their homes safe while they are away, remote access to the camera was high on the list as well. When Away Mode is turned on, Echo Show 10 will periodically pan the room and send a Smart Alert if someone is detected in its field of view. You can also remotely check in on your home for added peace of mind if you are on a trip or to see if your dog has snuck onto the couch while you’re at the grocery store.

In developing Echo Show 10, I have come to appreciate how complex, evolved, and adaptive we are as a species; the things we communicate with nonverbal cues are incredibly complex yet somehow globally understood. We believe that the potential of motion as a response modality is enormous, and we’re just scratching the surface of all the ways we can delight customers with Echo Show 10. For that reason, we’re inviting developers to build experiences for Echo Show 10, with motion APIs that they can use to unleash their creativity. To learn more about these new APIs, visit our developer blog.

Research areas

Related content

US, WA, Seattle
Come be a part of a rapidly expanding $35 billion-dollar global business. At Amazon Business, a fast-growing startup passionate about building solutions, we set out every day to innovate and disrupt the status quo. We stand at the intersection of tech & retail in the B2B space developing innovative purchasing and procurement solutions to help businesses and organizations thrive. At Amazon Business, we strive to be the most recognized and preferred strategic partner for smart business buying. Bring your insight, imagination and a healthy disregard for the impossible. Join us in building and celebrating the value of Amazon Business to buyers and sellers of all sizes and industries. Unlock your career potential. Amazon Business Data Insights and Analytics team is looking for a Data Scientist to lead the research and thought leadership to drive our data and insights strategy for Amazon Business. This role is central in shaping the definition and execution of the long-term strategy for Amazon Business. You will be responsible for researching, experimenting and analyzing predictive and optimization models, designing and implementing advanced detection systems that analyze customer behavior at registration and throughout their journey. You will work on ambiguous and complex business and research science problems with large opportunities. You'll leverage diverse data signals including customer profiles, purchase patterns, and network associations to identify potential abuse and fraudulent activities. You are an analytical individual who is comfortable working with cross-functional teams and systems, working with state-of-the-art machine learning techniques and AWS services to build robust models that can effectively distinguish between legitimate business activities and suspicious behavior patterns You must be a self-starter and be able to learn on the go. Excellent written and verbal communication skills are required as you will work very closely with diverse teams. Key job responsibilities - Interact with business and software teams to understand their business requirements and operational processes - Frame business problems into scalable solutions - Adapt existing and invent new techniques for solutions - Gather data required for analysis and model building - Create and track accuracy and performance metrics - Prototype models by using high-level modeling languages such as R or in software languages such as Python. - Familiarity with transforming prototypes to production is preferred. - Create, enhance, and maintain technical documentation
US, TX, Austin
Amazon Leo is an initiative to launch a constellation of Low Earth Orbit satellites that will provide low-latency, high-speed broadband connectivity to unserved and underserved communities around the world. As a Systems Engineer, this role is primarily responsible for the design, development and integration of communication payload and customer terminal systems. The Role: Be part of the team defining the overall communication system and architecture of Amazon Leo’s broadband wireless network. This is a unique opportunity to innovate and define groundbreaking wireless technology at global scale. The team develops and designs the communication system for Leo and analyzes its overall system level performance such as for overall throughput, latency, system availability, packet loss etc. This role in particular will be responsible for leading the effort in designing and developing advanced technology and solutions for communication system. This role will also be responsible developing advanced physical layer + protocol stacks systems as proof of concept and reference implementation to improve the performance and reliability of the LEO network. In particular this role will be responsible for using concepts from digital signal processing, information theory, wireless communications to develop novel solutions for achieving ultra-high performance LEO network. This role will also be part of a team and develop simulation tools with particular emphasis on modeling the physical layer aspects such as advanced receiver modeling and abstraction, interference cancellation techniques, FEC abstraction models etc. This role will also play a critical role in the integration and verification of various HW and SW sub-systems as a part of system integration and link bring-up and verification. Export Control Requirement: Due to applicable export control laws and regulations, candidates must be a U.S. citizen or national, U.S. permanent resident (i.e., current Green Card holder), or lawfully admitted into the U.S. as a refugee or granted asylum.
US, MA, N.reading
Amazon Industrial Robotics Group is seeking exceptional talent to help develop the next generation of advanced robotics systems that will transform automation at Amazon's scale. We're building revolutionary robotic systems that combine cutting-edge AI, sophisticated control systems, and advanced mechanical design to create adaptable automation solutions capable of working safely alongside humans in dynamic environments. This is a unique opportunity to shape the future of robotics and automation at an unprecedented scale, working with world-class teams pushing the boundaries of what's possible in robotic dexterous manipulation, locomotion, and human-robot interaction. This role presents an opportunity to shape the future of robotics through innovative applications of deep learning and large language models. At Amazon Industrial Robotics Group, we leverage advanced robotics, machine learning, and artificial intelligence to solve complex operational challenges at an unprecedented scale. Our fleet of robots operates across hundreds of facilities worldwide, working in sophisticated coordination to fulfill our mission of customer excellence. We are pioneering the development of dexterous manipulation system that: - Enables unprecedented generalization across diverse tasks - Enables contact-rich manipulation in different environments - Seamlessly integrates low-level skills and high-level behaviors - Leverage mechanical intelligence, multi-modal sensor feedback and advanced control techniques. The ideal candidate will contribute to research that bridges the gap between theoretical advancement and practical implementation in robotics. You will be part of a team that's revolutionizing how robots learn, adapt, and interact with their environment. Join us in building the next generation of intelligent robotics systems that will transform the future of automation and human-robot collaboration. A day in the life - Work on design and implementation of methods for Visual SLAM, navigation and spatial reasoning - Leverage simulation and real-world data collection to create large datasets for model development - Develop a hierarchical system that combines low-level control with high-level planning - Collaborate effectively with multi-disciplinary teams to co-design hardware and algorithms for dexterous manipulation
US, NY, New York
We are seeking an Applied Scientist to lead the development of evaluation frameworks and data collection protocols for robotic capabilities. In this role, you will focus on designing how we measure, stress-test, and improve robot behavior across a wide range of real-world tasks. Your work will play a critical role in shaping how policies are validated and how high-quality datasets are generated to accelerate system performance. You will operate at the intersection of robotics, machine learning, and human-in-the-loop systems, building the infrastructure and methodologies that connect teleoperation, evaluation, and learning. This includes developing evaluation policies, defining task structures, and contributing to operator-facing interfaces that enable scalable and reliable data collection. The ideal candidate is highly experimental, systems-oriented, and comfortable working across software, robotics, and data pipelines, with a strong focus on turning ambiguous capability goals into measurable and actionable evaluation systems. Key job responsibilities - Design and implement evaluation frameworks to measure robot capabilities across structured tasks, edge cases, and real-world scenarios - Develop task definitions, success criteria, and benchmarking methodologies that enable consistent and reproducible evaluation of policies - Create and refine data collection protocols that generate high-quality, task-relevant datasets aligned with model development needs - Build and iterate on teleoperation workflows and operator interfaces to support efficient, reliable, and scalable data collection - Analyze evaluation results and collected data to identify performance gaps, failure modes, and opportunities for targeted data collection - Collaborate with engineering teams to integrate evaluation tooling, logging systems, and data pipelines into the broader robotics stack - Stay current with advances in robotics, evaluation methodologies, and human-in-the-loop learning to continuously improve internal approaches - Lead technical projects from conception through production deployment - Mentor junior scientists and engineers
US, WA, Bellevue
We are seeking a passionate, talented, and inventive individual to join the Applied AI team and help build industry-leading technologies that customers will love. This team offers a unique opportunity to make a significant impact on the customer experience and contribute to the design, architecture, and implementation of a cutting-edge product. The mission of the Applied AI team is to enable organizations within Worldwide Amazon.com Stores to accelerate the adoption of AI technologies across various parts of our business. We are looking for a Senior Applied Scientist to join our Applied AI team to work on LLM-based solutions. On our team you will push the boundaries of ML and Generative AI techniques to scale the inputs for hundreds of billions of dollars of annual revenue for our eCommerce business. If you have a passion for AI technologies, a drive to innovate and a desire to make a meaningful impact, we invite you to become a valued member of our team. You will be responsible for developing and maintaining the systems and tools that enable us to accelerate knowledge operations and work in the intersection of Science and Engineering. You will push the boundaries of ML and Generative AI techniques to scale the inputs for hundreds of billions of dollars of annual revenue for our eCommerce business. If you have a passion for AI technologies, a drive to innovate and a desire to make a meaningful impact, we invite you to become a valued member of our team. We are seeking an experienced Scientist who combines superb technical, research, analytical and leadership capabilities with a demonstrated ability to get the right things done quickly and effectively. This person must be comfortable working with a team of top-notch developers and collaborating with our research teams. We’re looking for someone who innovates, and loves solving hard problems. You will be expected to have an established background in building highly scalable systems and system design, excellent project management skills, great communication skills, and a motivation to achieve results in a fast-paced environment. You should be somebody who enjoys working on complex problems, is customer-centric, and feels strongly about building good software as well as making that software achieve its operational goals.
IN, KA, Bengaluru
Do you want to lead the development of advanced machine learning systems that protect millions of customers and power a trusted global eCommerce experience? Are you passionate about modeling terabytes of data, solving highly ambiguous fraud and risk challenges, and driving step-change improvements through scientific innovation? If so, the Amazon Buyer Risk Prevention (BRP) Machine Learning team may be the right place for you. We are seeking a Senior Applied Scientist to define and drive the scientific direction of large-scale risk management systems that safeguard millions of transactions every day. In this role, you will lead the design and deployment of advanced machine learning solutions, influence cross-team technical strategy, and leverage emerging technologies—including Generative AI and LLMs—to build next-generation risk prevention platforms. Key job responsibilities Lead the end-to-end scientific strategy for large-scale fraud and risk modeling initiatives Define problem statements, success metrics, and long-term modeling roadmaps in partnership with business and engineering leaders Design, develop, and deploy highly scalable machine learning systems in real-time production environments Drive innovation using advanced ML, deep learning, and GenAI/LLM technologies to automate and transform risk evaluation Influence system architecture and partner with engineering teams to ensure robust, scalable implementations Establish best practices for experimentation, model validation, monitoring, and lifecycle management Mentor and raise the technical bar for junior scientists through reviews, technical guidance, and thought leadership Communicate complex scientific insights clearly to senior leadership and cross-functional stakeholders Identify emerging scientific trends and translate them into impactful production solutions
US, CA, Palo Alto
The Sponsored Products and Brands (SPB) team at Amazon Ads is re-imagining the advertising landscape through state-of-the-art generative AI technologies, revolutionizing how millions of customers discover products and engage with brands across Amazon.com and beyond. We are at the forefront of re-inventing advertising experiences, bridging human creativity with artificial intelligence to transform every aspect of the advertising lifecycle from ad creation and optimization to performance analysis and customer insights. We are a passionate group of innovators dedicated to developing responsible and intelligent AI technologies that balance the needs of advertisers, enhance the shopping experience, and strengthen the marketplace. If you're energized by solving complex challenges and pushing the boundaries of what's possible with AI, join us in shaping the future of advertising. The Off-Search team within Sponsored Products and Brands (SPB) is focused on building delightful ad experiences across various surfaces beyond Search on Amazon—such as product detail pages, the homepage, and store-in-store pages—to drive monetization. Our vision is to deliver highly personalized, context-aware advertising that adapts to individual shopper preferences, scales across diverse page types, remains relevant to seasonal and event-driven moments, and integrates seamlessly with organic recommendations such as new arrivals, basket-building content, and fast-delivery options. To execute this vision, we work in close partnership with Amazon Stores stakeholders to lead the expansion and growth of advertising across Amazon-owned and -operated pages beyond Search. We operate full stack—from backend ads-retail edge services, ads retrieval, and ad auctions to shopper-facing experiences—all designed to deliver meaningful value. Curious about our advertising solutions? Discover more about Sponsored Products and Sponsored Brands to see how we’re helping businesses grow on Amazon.com and beyond! Key job responsibilities This role will be pivotal in redesigning how ads contribute to a personalized, relevant, and inspirational shopping experience, with the customer value proposition at the forefront. Key responsibilities include, but are not limited to: - Contribute to the design and development of GenAI, deep learning, multi-objective optimization and/or reinforcement learning empowered solutions to transform ad retrieval, auctions, whole-page relevance, and/or bespoke shopping experiences. - Collaborate cross-functionally with other scientists, engineers, and product managers to bring scalable, production-ready science solutions to life. - Stay abreast of industry trends in GenAI, LLMs, and related disciplines, bringing fresh and innovative concepts, ideas, and prototypes to the organization. - Contribute to the enhancement of team’s scientific and technical rigor by identifying and implementing best-in-class algorithms, methodologies, and infrastructure that enable rapid experimentation and scaling. - Mentor and grow junior scientists and engineers, cultivating a high-performing, collaborative, and intellectually curious team. A day in the life As an Applied Scientist on the Sponsored Products and Brands Off-Search team, you will contribute to the development in Generative AI (GenAI) and Large Language Models (LLMs) to revolutionize our advertising flow, backend optimization, and frontend shopping experiences. This is a rare opportunity to redefine how ads are retrieved, allocated, and/or experienced—elevating them into personalized, contextually aware, and inspiring components of the customer journey. You will have the opportunity to fundamentally transform areas such as ad retrieval, ad allocation, whole-page relevance, and differentiated recommendations through the lens of GenAI. By building novel generative models grounded in both Amazon’s rich data and the world’s collective knowledge, your work will shape how customers engage with ads, discover products, and make purchasing decisions. If you are passionate about applying frontier AI to real-world problems with massive scale and impact, this is your opportunity to define the next chapter of advertising science. About the team The Off-Search team within Sponsored Products and Brands (SPB) is focused on building delightful ad experiences across various surfaces beyond Search on Amazon—such as product detail pages, the homepage, and store-in-store pages—to drive monetization. Our vision is to deliver highly personalized, context-aware advertising that adapts to individual shopper preferences, scales across diverse page types, remains relevant to seasonal and event-driven moments, and integrates seamlessly with organic recommendations such as new arrivals, basket-building content, and fast-delivery options. To execute this vision, we work in close partnership with Amazon Stores stakeholders to lead the expansion and growth of advertising across Amazon-owned and -operated pages beyond Search. We operate full stack—from backend ads-retail edge services, ads retrieval, and ad auctions to shopper-facing experiences—all designed to deliver meaningful value. Curious about our advertising solutions? Discover more about Sponsored Products and Sponsored Brands to see how we’re helping businesses grow on Amazon.com and beyond!
US, MA, Boston
The Artificial General Intelligence (AGI) team is seeking a dedicated, skilled, and innovative Applied Scientist with a robust background in machine learning, statistics, quality assurance, auditing methodologies, and automated evaluation systems to ensure the highest standards of data quality, to build industry-leading technology with Large Language Models (LLMs) and multimodal systems. Key job responsibilities As part of the AGI team, an Applied Scientist will collaborate closely with core scientist team developing Amazon Nova models. They will lead the development of comprehensive quality strategies and auditing frameworks that safeguard the integrity of data collection workflows. This includes designing auditing strategies with detailed SOPs, quality metrics, and sampling methodologies that help Nova improve performances on benchmarks. The Applied Scientist will perform expert-level manual audits, conduct meta-audits to evaluate auditor performance, and provide targeted coaching to uplift overall quality capabilities. A critical aspect of this role involves developing and maintaining LLM-as-a-Judge systems, including designing judge architectures, creating evaluation rubrics, and building machine learning models for automated quality assessment. The Applied Scientist will also set up the configuration of data collection workflows and communicate quality feedback to stakeholders. An Applied Scientist will also have a direct impact on enhancing customer experiences through high-quality training and evaluation data that powers state-of-the-art LLM products and services. A day in the life An Applied Scientist with the AGI team will support quality solution design, conduct root cause analysis on data quality issues, research new auditing methodologies, and find innovative ways of optimizing data quality while setting examples for the team on quality assurance best practices and standards. Besides theoretical analysis and quality framework development, an Applied Scientist will also work closely with talented engineers, domain experts, and vendor teams to put quality strategies and automated judging systems into practice.
US, MA, Boston
The Artificial General Intelligence (AGI) team is seeking a dedicated, skilled, and innovative Applied Scientist with a robust background in machine learning, statistics, quality assurance, auditing methodologies, and automated evaluation systems to ensure the highest standards of data quality, to build industry-leading technology with Large Language Models (LLMs) and multimodal systems. Key job responsibilities As part of the AGI team, an Applied Scientist will collaborate closely with core scientist team developing Amazon Nova models. They will lead the development of comprehensive quality strategies and auditing frameworks that safeguard the integrity of data collection workflows. This includes designing auditing strategies with detailed SOPs, quality metrics, and sampling methodologies that help Nova improve performances on benchmarks. The Applied Scientist will perform expert-level manual audits, conduct meta-audits to evaluate auditor performance, and provide targeted coaching to uplift overall quality capabilities. A critical aspect of this role involves developing and maintaining LLM-as-a-Judge systems, including designing judge architectures, creating evaluation rubrics, and building machine learning models for automated quality assessment. The Applied Scientist will also set up the configuration of data collection workflows and communicate quality feedback to stakeholders. An Applied Scientist will also have a direct impact on enhancing customer experiences through high-quality training and evaluation data that powers state-of-the-art LLM products and services. A day in the life An Applied Scientist with the AGI team will support quality solution design, conduct root cause analysis on data quality issues, research new auditing methodologies, and find innovative ways of optimizing data quality while setting examples for the team on quality assurance best practices and standards. Besides theoretical analysis and quality framework development, an Applied Scientist will also work closely with talented engineers, domain experts, and vendor teams to put quality strategies and automated judging systems into practice.
US, MA, Boston
The Artificial General Intelligence (AGI) team is seeking a dedicated, skilled, and innovative Applied Scientist with a robust background in machine learning, statistics, quality assurance, auditing methodologies, and automated evaluation systems to ensure the highest standards of data quality, to build industry-leading technology with Large Language Models (LLMs) and multimodal systems. Key job responsibilities As part of the AGI team, an Applied Scientist will collaborate closely with core scientist team developing Amazon Nova models. They will lead the development of comprehensive quality strategies and auditing frameworks that safeguard the integrity of data collection workflows. This includes designing auditing strategies with detailed SOPs, quality metrics, and sampling methodologies that help Nova improve performances on benchmarks. The Applied Scientist will perform expert-level manual audits, conduct meta-audits to evaluate auditor performance, and provide targeted coaching to uplift overall quality capabilities. A critical aspect of this role involves developing and maintaining LLM-as-a-Judge systems, including designing judge architectures, creating evaluation rubrics, and building machine learning models for automated quality assessment. The Applied Scientist will also set up the configuration of data collection workflows and communicate quality feedback to stakeholders. An Applied Scientist will also have a direct impact on enhancing customer experiences through high-quality training and evaluation data that powers state-of-the-art LLM products and services. A day in the life An Applied Scientist with the AGI team will support quality solution design, conduct root cause analysis on data quality issues, research new auditing methodologies, and find innovative ways of optimizing data quality while setting examples for the team on quality assurance best practices and standards. Besides theoretical analysis and quality framework development, an Applied Scientist will also work closely with talented engineers, domain experts, and vendor teams to put quality strategies and automated judging systems into practice.