Amazon on Wednesday unveiled its first-ever pair of smart glasses, the echo frames, which will be available on an invitation basis for $180.
It isn’t the first tech company to launch a pair of smart glasses, but its approach is vastly different than that of Google and Snap. Unlike Google Glass and Snapchat Spectacles, there’s no camera on the Echo Frames. There’s also no display on the Echo Frames; after all, the main purpose of the glasses is to make it easier to use Alexa on the go without reaching for your smartphone.
The company also announced an Alexa-enabled ring called Echo Loop, which, like Echo frames, is part of the firm’s Day 1 program, which allows customers to try new products and provide feedback to Amazon before they’re ready for broader availability.
The company stated that the glasses do support prescription lenses, and buyers can adjust the fit of the frames by visiting an eyewear professional, Amazon says.
Business Insider reported that Amazon is hoping that by building a simple pair of glasses that are designed to do one thing well, it may eventually have a hit on its hands. Unlike Google Glass, which initially tried to reproduce the functionality of your smartphone. But most importantly, the Echo frames actually look like a normal pair of glasses and are priced similarly to many other high-end frames, making them more accessible than other high-tech eyewear.