Why Amazon’s Devices Boss Quit Right After Launching Echo, Kindle & Fire TV Updates
Amazon’s top leadership just took a surprising hit — and it comes right after a major product showcase.
Amazon Devices VP Rob Williams Is Stepping Down
In a sudden move that has caught the tech world’s attention, Rob Williams, Amazon’s Vice President of Device Software and Services, is stepping down. Williams, a key figure behind Amazon’s Alexa, Fire TV, and other devices, will leave the company by the end of 2025, though he has already stepped away from his day-to-day role.
The news came via an internal memo obtained by Reuters and later confirmed by Amazon. Williams is not just any executive — he’s part of Amazon’s elite “S-team”, a 29-member advisory group that works directly with CEO Andy Jassy. It’s extremely rare for members of this group to depart.
He Helped Shape Almost Every Amazon Device
Panos Panay, Amazon’s Senior Vice President of Devices and Services, praised Williams in the memo, calling him instrumental in “the software and experiences of nearly all of the products we’ve created and shipped.”
Williams had been with Amazon for over 12 years, and in that time, he helped drive some of its most recognizable consumer tech — from Echo smart speakers to Kindle e-readers and Fire TVs.
He even appeared at Amazon’s big devices event in New York this past Tuesday, where the company unveiled a wave of new hardware, including upgraded Alexa-enabled devices and a new Fire TV lineup.
In a LinkedIn post, Williams revealed he had been planning his exit throughout 2025, staying on specifically to support this year’s launches.
Major Leadership Shake-Up in the Alexa Team
Williams' departure has triggered internal reshuffling in Amazon’s devices division.
Effective immediately, Tapas Roy, previously leading Fire TV product and engineering, has been promoted to take over Williams’ role. At the same time, Amazon is merging several of its internal teams, including shifting the Alexa Smart Vehicle team under the broader Alexa division.
This move signals Amazon’s efforts to streamline the devices group, especially as it continues to battle losses and operational challenges.
Why Is This a Big Deal?
Williams’ exit is not just a typical corporate shuffle. His place on the S-team gave him unique insight into the company’s highest-level strategies. That kind of access is reserved for top performers, and turnover there is rare.
With his departure, Amazon is losing one of the few senior leaders with long-term experience in both software and hardware development — a tough blow at a time when the company is trying to revamp its Alexa platform using AI and finally turn its devices division profitable.
What’s Going On With Amazon’s Devices Division?
Despite its flashy announcements, Amazon’s devices and services unit has been struggling behind the scenes.
The group has already gone through several rounds of layoffs, and internal projects — including a much-hyped revamp of Alexa with generative AI — have been slow to take off. So far, there’s no clear path to profitability.
As Reuters previously reported, Amazon is also moving away from Google’s Android software on its tablets and TVs. Earlier this week, Williams promoted a major internal project: Vega, Amazon’s new proprietary operating system that will debut in upcoming Fire TV devices. The goal? Better performance at lower cost — and more control for Amazon.
Vega is being positioned as a replacement for Android, which could be a game-changer in the streaming device space if successful. But with Williams — one of Vega’s biggest champions — on his way out, its rollout may now face new uncertainties.
So Why Is He Leaving?
Despite the memo framing it as a retirement, Williams hasn’t said much about what he’ll do next. His LinkedIn post confirms he’s stepping back, but doesn’t mention whether he’ll be joining another company, starting something new, or truly retiring.
He’ll remain an advisor to Panay and the S-team through 2025, so technically he’s still connected to Amazon — but only in a limited capacity.
The Bigger Picture: Amazon’s AI Gamble
Amazon is under increasing pressure to catch up in the AI race. With Microsoft, Google, and Apple all making aggressive moves in AI-powered assistants, Amazon’s Alexa — once seen as the leader — now feels behind.
The company is reportedly investing heavily in updating Alexa with generative AI features, but the rollout has been slow and expensive. Williams’ exit, at a time when Amazon needs deep expertise in both software and AI-powered user experiences, raises questions about the internal direction and pace of those efforts.
Amazon’s long-term strategy appears to be focused on tighter integration between devices, services, and its retail platform — but getting there may take longer than expected.