Amazon will enter the AR race. 'Jayhawk' project is set to challenge Meta
Amazon is quietly developing consumer augmented reality glasses, joining the competition for another computing platform, reports The Information. The project, known internally as ‘Jayhawk’, is expected to hit the market in late 2026/early 2027, putting the company in direct competition with Meta Platforms.
According to inside sources, the device is expected to be equipped with a camera, microphones, speakers and a colour display designed for one eye.
Such a specification suggests that Amazon is targeting pragmatic uses, focusing on providing contextual information and notifications rather than creating fully immersive, 3D worlds.
The monocular display is a technically simpler solution, which may translate into longer battery life and a more subtle design – key challenges for the category as a whole.
Entering the consumer market is not Amazon’s first foray into this technology. The company has been working on specialised AR glasses for its couriers for some time. This model, which could debut as early as the second quarter of 2026, is expected to use similar display technology to navigate and optimise delivery processes.
The consumer version, however, is expected to be much slimmer and sleeker.
Amazon’s strategy appears to be based on a two-pronged approach: testing and refining the technology in a controlled, in-house logistics environment and then taking it to the mass market.
The potential integration with the Alexa ecosystem could give the company a unique advantage, transforming the glasses into a mobile interface for the voice assistant.
Amazon’s move is a clear sign that the smart glasses market is gaining momentum. Meta, which has enjoyed commercial success with its collaboration with EssilorLuxottica on Ray-Ban glasses, is preparing to unveil the next generation of its devices.
For Amazon, after previous failures in the smartphone market, ‘Project Jayhawk’ is an attempt to enter the personal device segment with renewed vigour, which could define the future of interaction with technology.
