Lots of people concentrate on the Fire Phone, which flopped. Check out other recent Amazon efforts - Fire tablet, Fire stick, Amazon Echo. The first two are solid competitors in their respective spaces (ereader/tablet, streaming media), while the Echo is a pretty amazing effort for a hardware category that didn't exist one year ago.
I have an Echo. Showed it to my kids. They said, "It's like Siri but she can understand us!"
Of course, they were upset that she wouldn't respond to the funny sort of queries you could make of Siri. And my son really wishes her ability to do conversions extended to questions like "how many miles are in a light second" (Siri uses Wolfram Alpha to great effect here. Alexa - Amazon Echo - just apologizes and says she's added a bing search to the echo app.)
