Amazon could follow in Apple's footsteps by building its own processors — here's what that means for future Kindles and Fire TVs

With AI causing skyrocketing production and data costs across the industry, Amazon could be taking the Apple route of bringing processor design in-house in an attempt to save money.

The leak comes from supply chain analyst Ming-Chi Kuo who claims that Amazon is "moving away from externally sourced processors and adopting a COT (customer-owned model)." According to Kuo, this decision was made because of the rapid expansion of AI compute and Amazon is responding by streamlining and changing things in its "non-AI businesses."

Part of that is a gradual shift away from external sourcing and taking control of processor development. Kuo says that Amazon is tapping AIchip for back-end design and testing with this strategy starting in earnest in 2027.

AIchip is 23 year old companny based out of Taipei, Taiwan that designs silicon for other companies, specifically application-specific integrated cricuit (ASIC) chips. In general, these chips are designed, as the name implies for very specific functions. In recent years AIchip has developed 3nm chips used in AI servers for customers that include Amazon and Intel, per Taipei Times.

Kuo claims that silicon designed by AIchip could appear in Amazon's devices, including the Kindle, Fire TV, Echo, Blink, Ring and Alexa-enabled products.

Why it matters

If Kuo's claims turn out to be true, this could take Amazon down a more Apple path. Until 2020, Apple used Intel silicon in its Macs before introducing the M1 CPU in November of that year.

Meanwhile, the company had been using its own in-house A-series chips in the iPhone and iPad since 2010 with the introduction of the A4 chip. That silicon debuted on the iPhone 4 and the original iPad.

Designing the chip in-house, even if itis built by partners like Samsung TSMC, gives Apple more control over integration and optimization leading to improved performance.

What Amazon is already doing

Notably, Amazon may have already started this transition with the new Echo speakers launched in October 2025. Those speakers feature two custom-designed chips; the AZ3 or the AZ3 Pro, which are specifically meant for ambient AI tasks.

Per an Amazon blog post, the Echo Dot Max uses the AZ3 for detecting conversations, which is how the Echo enables users from anywhere in the room to talk to Alexa Plus AI. The Echo Studio, Echo Show 8 and Echo Show 11 all have the AZ3 Pro, which adds support for more language models and "vision transformers."

Tom's Guide reached out to Amazon to confirm Kuo's report and was told no comment.

Panos Panay confirms custom chips

However, today, Amazon's hardware head Panos Panay indicated to CNBC on its "The Tech Download" podcasts that the company is designing its own AI chips.

“On some of the more critical devices right now, our focus is end-to-end silicon, because to your point," Panay said and pointed out the Echo devices released last year and the Fire TV. "We definitely need to think about how that end-to-end delivery of hardware comes together," he added.

Per CNBC, the focus seems to be on custom AI chips but also Panay said that the company is developing a "whole roadmap of on-the-go devices." He claimed that "you won't have to wait long" to see these new devices.

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