Amazon to acquire maker of AI wearable that listens to user environments
Amazon has agreed to acquire Bee, maker of the Bee Pioneer wristband, for an undisclosed sum.
Amazon has agreed to acquire Bee, a San Francisco-based startup that manufactures an AI-powered wearable device called the Bee Pioneer.
The deal was publicly confirmed on 22 July 2025 via a LinkedIn post by Bee CEO Maria de Lourdes Zollo and later acknowledged by an Amazon spokesperson. Financial terms of the transaction have not been disclosed, and the deal is yet to close.
Bee, legally known as Bluush Inc., produces a wrist-worn device designed to passively capture and transcribe spoken conversations, delivering personalised summaries, to-do lists, and reminders. The company launched the Bee Pioneer earlier this year at a retail price of $49.99, with a $19.99 monthly subscription for full access to its features.
AI wearable offers real-time transcription and task automation
The Bee Pioneer device uses built-in microphones to continuously listen to a user’s environment, leveraging AI models to convert speech into text and actionable insights. It can connect to calendar entries, email, contact lists, photos, and location data to enhance its contextual understanding.
Bee claims the device is designed with a privacy-first approach. Audio recordings are not stored or used to train AI models, transcripts are encrypted, and users can delete their data at any time. A physical mute button is included on the device, and the company has been testing automatic muting in specific locations or during certain types of conversations.
Amazon eyes wearable comeback after Halo shutdown
The acquisition marks Amazon’s renewed entry into the wearable hardware market following the discontinuation of its Halo line of fitness trackers in April 2023. Bee is expected to be integrated into Amazon’s Devices division, currently overseen by Panos Panay, the former Microsoft executive who joined Amazon in late 2023.
In a statement, Amazon said it would "work with Bee to give users more control over the device," but did not confirm whether existing privacy protections—such as not storing audio—would be maintained post-acquisition.
Amazon's acquisition of Bee comes amid a broader industry trend toward ambient AI devices that aim to act as real-time, voice-first personal assistants. Companies including Meta, OpenAI, and Humane have launched or acquired similar products in recent months.