Amazon has officially confirmed its acquisition of Bee, a rising AI wearable startup best known for its voice-enabled bracelet that offers real-time assistance using "ambient intelligence." The acquisition was initially disclosed via a LinkedIn post by Bee co-founder Maria de Lourdes Zollo and later confirmed by Amazon to TechCrunch. While the deal is not yet finalized, it marks a pivotal step in Amazon’s wearable AI strategy.

Bee’s flagship product is a $49.99 bracelet paired with a $19 monthly subscription, along with an Apple Watch app. Unlike traditional wearables, Bee’s device is designed to continuously listen—unless muted—and respond via voice to help users generate to-do lists, reminders, and more. Its AI aims to be a proactive assistant, creating a seamless digital companion experience.

What sets Bee apart is its vision for a “cloud phone” — a wrist-worn AI interface that connects to a user’s digital ecosystem without needing constant phone interaction. The startup, which raised $7 million in funding last year, emphasizes affordability and simplicity—contrasting with premium devices like Humane’s $499 AI Pin or Rabbit’s more experimental AI wearables.

Bee’s approach is more accessible for mainstream users, and its focus on privacy has attracted attention. The device doesn’t save audio recordings, doesn’t use user data to train AI models, and includes on-device data processing to reduce cloud dependence. Bee also claims it only processes voices of those who’ve consented, with upcoming features that pause listening based on location or topic.

Amazon’s acquisition reflects its growing ambitions in the wearable AI space, diversifying beyond its Echo and Alexa product lines. While Amazon said Bee’s employees have been offered roles within the company, concerns linger about how Amazon will manage Bee’s privacy-first approach. The tech giant has previously faced scrutiny over Ring’s data practices and its 2023 FTC settlement over unauthorized video access.

As competitors like Meta, Apple, and OpenAI accelerate efforts to build AI-powered wearables such as smart glasses, Amazon’s move with Bee may position it as a leader in affordable, privacy-aware ambient intelligence. However, the key question remains—will Amazon preserve Bee’s user-centric privacy ethos, or will it bend to the pressures of data monetization?