Amazon has introduced new physical locations called the Amazon Experience Centers, to showcase a modern home experience surrounded by voice assistant Alexa and the company’s other home products.
It’s a partnership under Amazon and home builder Lennar. 15 Lennar-owned model homes will first become Amazon’s showrooms in Atlanta, Dallas, Los Angeles, Miami, Orlando, San Francisco, Seattle and Washington, DC. More destinations are on the way, the company said.
This modern home will be filled with connected devices powered by Alexa. Visitors will be able to ask the voice assistant to control smart TVs, lights, thermostat and window blinds. It will showcase the extent of Alexa’s potential and what it can do for modern homeowners.
In addition to Alexa, Amazon will also present other home products, including its ordering device Dash Button, consumer electronics Fire TV as well as steaming services Prime Video and Prime Music.
The company will also accept orders there for its Amazon Smart Home Services, which it advice people on smart home gadgets and help on installations.
The new Experience Center will become a key puzzle in Amazon’s consumer electronics and smart home strategy. Instead of purchasing online, consumers will have the opportunity to try out the Alexa smart home experiences and get a hand on it.
Founded as an online book seller, Amazon has been entering physical stores recently. It has launched a cashier-free grocery store called Amazon Go, owns campus-based stores in several universities and acquired grocery chain the Whole Foods.
For home builder Lennar, the Alexa model home could help the company to sell more homes and premium packages with smart home elements.
The company used to work with Apple for smart home experiences. Recently, it has switched to Amazon reportedly for the reason that Amazon, unlike Apple, also sells third-party devices.
“We picked Amazon because of our shared commitment to customers, their Amazon experts across the country, and their ability to connect customers with thousands of service providers through Amazon Home Services,” said David Kaiserman, the president of Lennar Ventures, in a statement.