An Amazon Prime Now driver has forwarded me an email he received from Amazon about “a secret new product launch” occurring on July 31. The email asks for drivers who want to participate in a special delivery window, between midnight and 2 A.M. on July 31, being “created just for this release.” I’m told that is a time period which drivers normally do not delivery products. The email does not reveal what the product is, but customers “will be able to get their hands on a brand new product” at 12:01 A.M.
If this “secret new product” is an electronic device, its launch appears to be unlike any other Amazon device before it. For starters, Amazon does not typically launch products on a weekend, and especially not at midnight. It’s possible the new product will be revealed during the coming week, and that midnight on July 31 is just when deliveries will begin.
The wording of the email seems to imply it is a completely new product, but it is vague enough that it could be a new version of an existing device. If it is the next generation of an existing device, a new Amazon Echo would be the most likely candidate, since it is one of Amazon’s oldest products. The Fire TV Stick is also due for an update, but Fire TV devices typically get launched in October or November.
There have been rumors circulating of a tablet-like deivce with Alexa capabilities, and we’ve heard that Amazon is working on a device meant to live in the kitchen, so perhaps that is what will be revealed. Whatever this new product is, I’d say there’s a pretty good chance it will join the Alexa family of devices, considering how successful the Amazon Echo has been.
7/22 I neglected to mention that the mystery product is not necessarily an Amazon device. It could be a midnight book or video game release, as some have pointed out in the comments. The email does not indicate whether it is an Amazon device or not.
7/29 We now know that the mystery product is the new Harry Potter book.