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When it comes to the virtual assistant wars, there are really two main players: Alexa and Google Assistant. Sure, there's Siri, Bixby and Cortana, but none of them are nearly as capable as the other two have. Alexa undoubtedly has the headstart, echo line of products. Goal Google is not far behind, and that's due to the sheer ubiquity of Android hardware in the world. For a while, it seemed like it was the way it was. Alexa dominated the home, while Google Assistant owned mobile.
But in recent years, that has started to change. Google has been making inroads into the home. A couple of years ago, the company released Google Home, an Echo rival that traded Alexa for Google Assistant. In 2017, Google unveiled the Home Mini, which was the company's answer to the Echo Dot. The rivalry with Google unleashing its own line of Smart Displays to compete with the Echo Show in 2018, and eventually its own homegrown version in the form of Google's Home Hub.
Google Home Mini
And it seems to be working. The products proved to be so popular, where there was a moment in 2018 when Google Home sales. In late 2018, the Home Mini, in particular, was deemed to be the top-selling smart speaker in the world – Strategy Analytics estimated 2.3 million units, compared to 2.2 million units of the Echo Dot.
Amazon, however, has not had much success in the mobile world. The Fire Phone, released in 2014, was a flop. And though the Alexa app exists, it's used mostly as a way to communicate with other Amazon products. Bose headphones and North smart glasses, but these are pretty expensive and have a relatively niche audience. There are other true wireless headphones with Alexa, like the Jabra Elite 65t, but at over $ 160 a pair, these are probably probably not mainstream Amazon rivals might be going for.
An array of Amazon Echo products
Incorporating Alexa in a pair of inexpensive wireless earbuds, on the other hand, could finally get the ticket. Apple's AirPods have been tested to be very popular despite their high price and mediocre sound quality. If Amazon's version could be cheaper, it could be a pretty compelling alternative for non-Apple devotees. And, see how it's done in the past year.
But it could not be quite so easy. There are some wearables with built-in Google Assistant, but the truth is, you often do not really need it. Many headphones with Android can summon the assistant with a couple of taps, with most of the work being done on the phone anyway. The combination of headphones and Google is easy to work with, which is a privilege Amazon does not have.
Unless Amazon's wireless earbuds offer some other bonus features, they can help you get the most out of your phone. Yet, Amazon could very well have learned from its mistakes, perhaps taking extra care to make sure its earbuds exceed expectations. We'll be able to wait until the end of the year.
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