Amazon now offers the all-new 2nd generation Echo in a limited edition red color. The new color is part of the Product (RED) campaign which seeks to raise awareness and funds to eliminate HIV/AIDS. The (RED) Echo costs the same as the other Echo colors, but Amazon will donate $10 to the charity for each one sold. It does not appear as though Amazon will be selling a (RED) version of the Echo shell separately. Along with the new (RED) Echo, Amazon is highlighting hundreds of other (RED) products at Amazon.com/red.