Codenames Amazon Used for Secret Projects Like Kindle, Echo

Project D

Matt Monath Photography for Business Insider

Work to create the Amazon Echo was code-named Project D and was created by Lab126, the company’s hardware division. In the process, the device’s name was changed from Amazon Flash to Amazon Echo, and the word chosen to activate the device was changed from “Amazon” to “Alexa,” out of fear that utilizing a commonly used word like Amazon would lead to the device turning on while Amazon ads played on television.

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