Amazon’s device division is charting a new course under Panos Panay, who joined the company from Microsoft in 2023, with plans to create gadgets people actually want displayed in their homes while turning the long-struggling unit into a money-maker. When Panay first arrived at Amazon, employees expected him to push the company’s gadgets toward the luxury market. Instead, he told thousands of workers from the Alexa, Echo and Fire TV teams during a company meeting that his approach would be different. This week’s product launch in New York made his strategy clear: build quality devices across all price points.