Amazon is testing a rebranding of its Echo smart speakers and displays as Alexa devices.

Some Amazon.com pages showed the Echo Show 5 labeled as the Alexa Show 5, along with other Echo Show models. However, most products still carried their original Echo branding.

Amazon spokesperson Lauren Raemhild confirmed the test, saying the company is exploring how customers find its products.

This experiment comes ahead of the expected launch of Alexa Plus, a generative AI-powered version of Alexa.

As of Mar. 27, mentions of Alexa-branded products have been removed from Amazon.com pages, suggesting the test was limited. It remains unclear if Amazon will permanently rebrand its Echo devices under the Alexa name.

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