Amazon has raised prices on a string of its own gadgets in Canada, according to checks by iPhone in Canada on Saturday, after Fortune reported in an exclusive that the company quietly hiked U.S. list prices overnight across Echo, Fire TV, Kindle, and eero and an Amazon spokeswoman confirmed the moves.
Echo speakers, Kindles, Fire TV Sticks and eero mesh systems all jumped on Amazon.ca, with some of the biggest swings hitting the entry Echo Dot and the Kindle Paperwhite, each up more than 50 per cent from recent list prices.
Here’s what we saw:
The Fire TV Stick 4K Max took the steepest hit at 63 per cent, while the Paperwhite’s $95 jump is the biggest dollar increase on the list outside the eero Pro 7 pack.
According to Fortune’s Sebastian Herrera, Amazon confirmed the hikes and blamed “significant increases in memory and storage component costs,” saying it absorbed those increases for as long as it could before adjusting pricing across its product lines, and that it still aims to offer accessible prices plus promotions through the year. Ring products were not part of the round of increases in the U.S. report.
The Canada list-price jumps land shortly after Amazon’s global CEO Andy Jassy visited Vancouver last week for a fireside chat at The Post with just over 200 employees in the room and a livestream open to Amazon’s 46,000 workers across Canada, according to a LinkedIn post from Eva Lorenz, VP and Country Manager for Amazon Canada.
Lorenz said the conversation covered Amazon’s AI plans, investments in Canadian communities, and how the company reaches customers in remote parts of the country, and that Jassy went home with a few Canadian rock keepsakes including Rush, The Guess Who, and The Tragically Hip.
Shoppers hunting for Echo, Kindle or Fire Stick deals may still want to check third-party listings and wait for the next Prime Day-style sale before assuming the old list price is coming back.
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