Amazon may be gearing up to take on Meta in the augmented reality space with not one, but two new sets of smart glasses. According to multiple outlets focused on original reporting from The Information, the company is the latest to dip its toes into consumer-focused AR headsets. One upcoming model, code-named Jayhawk, is being developed alongside a more utilitarian model for delivery drivers, dubbed Amelia.
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Few companies can compete with Amazon and Meta
Xreal is one of several smaller companies vying to compete with the likes of Google, Meta, and now Amazon in the AR space.
The two devices share the same underlying display tech, but that’s about where the similarities end. Jayhawk is said to feature a sleeker design with built-in microphones, speakers, a camera, and a full-color display positioned in one eye. Think of it as a next-gen Echo Frames, but with a proper visual interface and the possibility of deeper Alexa integration for navigation, shopping, and other Amazon ecosystem tie-ins.
Amelia, by contrast, is a bulkier tool designed for work rather than style. Early descriptions suggest it will offer drivers turn-by-turn navigation and package instructions right in the lens, potentially cutting down on time spent juggling phones or scanning devices. Amazon reportedly plans an initial run of around 100,000 units, targeting a launch in the second quarter of 2026.
Jayhawk will take a little longer to reach consumers, with a rollout expected in late 2026 or early 2027. That timeline puts Amazon on a collision course with Meta, which is steadily expanding its Ray-Ban Meta lineup and has additional, feature-enriched AR projects code-named Hypernova and Celeste waiting in the wings. If Amazon’s plans hold, the two companies could be fighting for the same early adopter crowd by the end of the decade.
Amazon hasn’t confirmed the existence of either project, and there’s no word yet on pricing or whether Jayhawk will slot into the Echo Frames brand. Still, the timing makes sense. Meta has been steadily normalizing the idea of camera- and display-equipped glasses, while Apple is seeding interest in spatial computing with the Vision Pro. For Amazon, leveraging Alexa and its logistics empire could give both consumer and enterprise glasses a unique selling point.
Of course, the term “AR glasses” is doing a lot of heavy lifting here. Based on leaked specs, Jayhawk and Amelia look more like smart glasses with a heads-up display than true augmented reality devices capable of spatially anchored 3D overlays. That distinction won’t matter much if the glasses prove genuinely useful, but if Amazon wants to beat Meta at its own game, it’ll need more than a clever code name.
