Amazon Acquires Bee, a Wearable AI Assistant Startup

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Amazon Acquires Bee, a Wearable AI Assistant Startup

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Amazon is acquiring Bee, a San Francisco-based startup specializing in a wearable AI personal assistant. The acquisition was announced by Bee co-founder and CEO Maria de Lourdes Zollo on LinkedIn in July 2025.

Bee’s primary product is a wrist-worn device that costs $49.99 and is designed to record and transcribe conversations. This AI wearable aims to provide personalized assistance by listening to daily interactions and generating reminders, to-do lists, and summaries. For example, it can add a meeting to a calendar if mentioned in conversation or remind a user about groceries. The device focuses on “ambient AI,” operating without screens or explicit voice commands, and integrates with calendars, contacts, and photos to offer memory and productivity features.

This move represents Amazon’s continued interest in the wearable technology market and personal AI assistants. Amazon had previously ventured into wearables with its Halo wristband, which was discontinued in 2023. The acquisition of Bee, which had raised $7 million in funding prior to the deal, is seen as a strategic step for Amazon to enhance its AI offerings and compete in the evolving landscape of AI-powered devices alongside companies like Apple, Meta, and Google. While the purchase price was not disclosed, Amazon has stated plans to invest over $100 billion in AI development this year, focusing on AI agents, infrastructure, and ambient computing platforms. Bee’s privacy policy states that it relies on real-time transcription and does not store raw audio.

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