Amazon to Challenge Meta With Consumer AR Glasses by 2027

Amazon is quietly positioning itself to step into one of the most hotly contested arenas in consumer technology: augmented reality (AR) wearables. The e-commerce and cloud giant is developing two distinct AR glasses projects, one aimed at its massive delivery workforce and another tailored for everyday consumers.

The projects, codenamed Amelia and Jayhawk, illustrate a dual-track strategy. Amelia, the first to roll out, is expected to arrive in the second quarter of 2026 and will be targeted at Amazon’s more than 100,000 delivery drivers. Jayhawk, designed for consumers, is reportedly scheduled for a release window roughly a year later.

Amazon’s first foray into AR glasses is not consumer-focused but will serve as a testing ground for its delivery workforce. The Amelia model will assist drivers with navigation and delivery instructions, streamlining logistics operations. Jayhawk, the consumer version, will feature a camera, microphone, speakers, and a one-eye full-color display.

Amazon faces stiff competition from Meta and Apple but could leverage its delivery network and AWS infrastructure to gain a foothold in the AR market. If timelines hold, Amazon’s consumer-focused device could debut in late 2026 or early 2027, setting up a direct clash with tech heavyweights already investing heavily in AR.