Despite these launches, Amazon’s devices division has faced challenges, including layoffs and financial strain amid efforts to revamp Alexa with embedded generative AI technology. The company’s multi-year Alexa AI project has reportedly progressed slower than expected, with profitability still uncertain. Additionally, Tapas Roy, formerly VP of Fire TV product and engineering, will assume Williams’ previous responsibilities as VP of Device Software and Services. Earlier this week, he celebrated the debut of Vega, Amazon’s new proprietary operating system designed for upcoming Fire TV devices. In a rare LinkedIn post—his second in two years—Williams described Vega as a breakthrough for Amazon’s devices division.