Amazon’s Strategic Move Into Wearable AI
Amazon announced its acquisition of Bee, a San Francisco-based startup specializing in AI-powered wearable devices that record and summarize users’ daily conversations and activities. Bee’s flagship product is a $49.99 wearable wrist device, accompanied by an Apple Watch app, designed to record and transcribe everything the wearer says. Terms of the acquisition remain undisclosed, but all Bee employees have received offers to join Amazon[1][2][3][4].
What Is Bee?
Bee’s wearable and app function as a
personalized AI assistant, passively learning from the wearer and delivering daily summaries, suggested to-dos, and reminders about previously discussed topics.
- The device features a mute button, giving users the option to control recording.
- Bee integrates data from email, calendar, and contacts for a more holistic personal assistant experience.
- Bee’s AI enables personal growth tracking, allowing users to reflect on successes or areas for self-improvement, such as parenting skills.
The company emphasizes privacy, stating it does not store audio recordings and uses “the highest security standards.” It is also piloting on-device AI, ensuring personal data stays with the user[1][2].
Leadership and Vision
Bee was founded by CEO Maria de Lourdes Zollo and CTO Ethan Sutin, both former employees at Twitter and Squad (acquired by Twitter). In a public LinkedIn post, Zollo highlighted Bee’s founding belief in “truly personal, agentic AI” and the goal to enhance lives through technology that adapts to each individual[2].
Amazon’s Future Plans for Bee
Amazon has not disclosed specific plans for integrating Bee’s technology into its broader product line. The company notes that any integration will continue Bee’s approach to privacy and user control.
The acquisition reflects growing competition in the personal AI assistant space, where other tech giants such as
OpenAI and
Meta are also developing both hardware and software solutions for increasingly personalized digital assistance[2].
Bee’s Growth and Industry Context
Bee previously raised $7 million in 2024 from investors including Exor, Greycroft, New Wave VC, and Banana Capital[2]. Its technology joins a wave of new products designed to make AI assistants more proactive and deeply integrated with users’ daily lives.
Privacy, Security, and Market Impact
Amazon spokespersons reaffirmed their commitment to privacy and security: “We design our products to protect our customers’ privacy and security and to make it easy for them to be in control of their experience — and this approach would of course apply to Bee[2].”
The acquisition marks a significant step for Amazon as it seeks to lead in the fast-evolving market for wearable AI, and continues to expand its vision for personalized, always-available assistance powered by advanced AI technology.
