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, Bellevue
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.
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.
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.
GB, London
As a STRUC Economist Intern, you'll specialize in structural econometric analysis to estimate fundamental preferences and strategic effects in complex business environments. Your responsibilities include: Analyze large-scale datasets using structural econometric techniques to solve complex business challenges Applying discrete choice models and methods, including logistic regression family models (such as BLP, nested logit) and models with alternative distributional assumptions Utilizing advanced structural methods including dynamic models of customer or firm decisions over time, applied game theory (entry and exit of firms), auction models, and labor market models Building datasets and performing data analysis at scale Collaborating with economists, scientists, and business leaders to develop data-driven insights and strategic recommendations Tackling diverse challenges including pricing analysis, competition modeling, strategic behavior estimation, contract design, and marketing strategy optimization Helping business partners formalize and estimate business objectives to drive optimal decision-making and customer value Build and refine comprehensive datasets for in-depth structural economic analysis Present complex analytical findings to business leaders and stakeholders
US, WA, Seattle
At Amazon Selection and Catalog Systems (ASCS), our mission is to power the online buying experience for customers worldwide so they can find, discover, and buy any product they want. We innovate on behalf of our customers to ensure uniqueness and consistency of product identity and to infer relationships between products in Amazon Catalog to drive the selection gateway for the search and browse experiences on the website. We're solving a fundamental AI challenge: establishing product identity and relationships at unprecedented scale. Using Generative AI, Visual Language Models (VLMs), and multimodal reasoning, we determine what makes each product unique and how products relate to one another across Amazon's catalog. The scale is staggering: billions of products, petabytes of multimodal data, millions of sellers, dozens of languages, and infinite product diversity—from electronics to groceries to digital content. The research challenges are immense. GenAI and VLMs hold transformative promise for catalog understanding, but we operate where traditional methods fail: ambiguous problem spaces, incomplete and noisy data, inherent uncertainty, reasoning across both images and textual data, and explaining decisions at scale. Establishing product identities and groupings requires sophisticated models that reason across text, images, and structured data—while maintaining accuracy and trust for high-stakes business decisions affecting millions of customers daily. Amazon's Item and Relationship Platform group is looking for an innovative and customer-focused applied scientist to help us make the world's best product catalog even better. In this role, you will partner with technology and business leaders to build new state-of-the-art algorithms, models, and services to infer product-to-product relationships that matter to our customers. You will pioneer advanced GenAI solutions that power next-generation agentic shopping experiences, working in a collaborative environment where you can experiment with massive data from the world's largest product catalog, tackle problems at the frontier of AI research, rapidly implement and deploy your algorithmic ideas at scale, across millions of customers. Key job responsibilities Key job responsibilities include: * Formulate open research problems at the intersection of GenAI, multimodal reasoning, and large-scale information retrieval—defining the scientific questions that transform ambiguous, real-world catalog challenges into publishable, high-impact research * Push the boundaries of VLMs, foundation models, and agentic architectures by designing novel approaches to product identity, relationship inference, and catalog understanding—where the problem complexity (billions of products, multimodal signals, inherent ambiguity) demands methods that don't yet exist * Advance the science of efficient model deployment—developing distillation, compression, and LLM/VLM serving optimization strategies that preserve frontier-level multimodal reasoning in compact, production-grade architectures while dramatically reducing latency, cost, and infrastructure footprint at billion-product scale * Make frontier models reliable—advancing uncertainty calibration, confidence estimation, and interpretability methods so that frontier-scale GenAI systems can be trusted for autonomous catalog decisions impacting millions of customers daily * Own the full research lifecycle from problem formulation through production deployment—designing rigorous experiments over petabytes of multimodal data, iterating on ideas rapidly, and seeing your research directly improve the shopping experience for hundreds of millions of customers * Shape the team's research vision by defining technical roadmaps that balance foundational scientific inquiry with measurable product impact * Mentor scientists and engineers on advanced ML techniques, experimental design, and scientific rigor—building deep organizational capability in GenAI and multimodal AI * Represent the team in the broader science community—publishing findings, delivering tech talks, and staying at the forefront of GenAI, VLM, and agentic system research