Amazon today announced a new hardware product called Echo. It’s essentially a speaker unit dedicated to being a voice-control system. It kind of sounds like Google Now but in a speaker for a single room instead of in your Android smartphone, tablet, or watch.

You can set alarms, control music, ask about the weather, search the web, ask questions, and access local news. It streams content via Bluetooth and WiFi, and connects to the Fire Phone (if you have one), iOS via the browser, Android, and desktop computers via the web. Instead of “Okay Google,” you say “Alexa” to start speaking the device. You’ll need a Fire OS/Android device to take full advantage.

The whole concept is very futuristic, and it’s unclear how beneficial this will be to people with voice-controlled phones. But, hey, this comes from the developers of a faux-3D phone, so this is not completely out of left field. The Echo is $99 for Amazon Prime users, $199 for everyone else, and (for some reason) you need an invitation to receive the honor to buy one of these things.

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