Amazon reshuffles Alexa leadership after launching tablets

Amazon confirmed a leadership change at its Alexa division to Reuters on October 9, 2026. Daniel Rausch is stepping down from heading the unit after leading it for 3 years, concluding a 17-year tenure at the company. Rausch is expected to take on a different role within Amazon's Devices and Services unit in 2027.

Aidan Marcuss joined Amazon from Microsoft in 2025. The change follows the introduction of a new lineup of Alexa-branded tablets on October 8, 2026. The new tablets sell for between $230 and $550, priced above the previous Fire HD 10 tablet baseline price of $155.

Amazon originally launched the Alexa voice assistant in 2014. Between 2017 and 2021, the Alexa unit generated cumulative losses of $25 billion. Access to the Alexa+ service is currently included with an Amazon Prime subscription at $139 per year, while non-Prime customers pay $20 per month for a standalone subscription.