SEATTLE — Amazon reported Wednesday that its 2026 Prime Day event delivered record sales across its Echo and Fire TV lines, crediting new AI-powered assistant features for driving consumer demand.

The two-day promotion in late June featured steep discounts on Echo smart speakers and displays, alongside Fire TV streaming devices. Amazon said its Alexa+ generative assistant, expanded earlier this year, was a leading factor in shoppers upgrading older hardware.

Smart home categories outperformed prior years, with deals such as discounted Echo bundles and accessories drawing high traffic. The company did not release exact unit figures but said device sales set an internal record for any Prime Day event to date.

The results underscore Amazon's strategy of using low-margin hardware to lock customers into its Alexa ecosystem and subscription services. Analysts at Insider Intelligence note that AI assistant features are central to Amazon's effort to revive interest in voice-controlled devices.

Amazon said it would continue investing in on-device AI capabilities across its Echo and Fire TV portfolio, pointing to deeper Alexa+ integration planned for later in 2026.