Amazon has increased prices across its first-party hardware portfolio, with U.S. prices for Echo, Kindle, Fire TV Stick and eero products rising by as much as 60%. The Echo Dot (5th generation) saw the largest increase, from $49.99 to $79.99, while the Fire TV Stick 4K Max rose 41.7% to $84.99 and the base 16GB Kindle climbed 36.4% to $149.99. Amazon said higher memory and storage costs forced the adjustments after the company absorbed increases for as long as possible. The pressure has been linked to strong data-center demand from generative AI, which has tightened supplies of DRAM and NAND flash (nonvolatile storage memory). Pocket-lint reported that Fire TV Stick price increases were applied uniformly on August 21, 2026, without an advance announcement. Amazon's low-price hardware strategy supports Prime membership, content sales and smart-home integration, so the increases could test demand for entry-level devices and the broader ecosystem. Prices on Amazon's Japan site remained unchanged at the time of writing, although some Kindle models were unavailable. Competitors' responses and further price changes will be closely watched if memory costs remain elevated.