The Real Story of How Amazon Built the Echo

Telling Jeff Bezos he's wrong is always a frightening proposition. In the fall of 2014, though, a small group of the men and women building Amazon's new voice-controlled speaker felt they needed to confront the CEO. The release of the speaker was looming, and for the most part, things were falling into place. The device looked good, its voice recognition software was improving quickly, and even the boxes it would ship in had been designed and assembled. But there was a lingering issue with the name printed on those boxes: the Amazon Flash. Many people who worked at Lab126, Amazon's hardware division, hated the name, according to two former employees. Bezos, on the other hand, was strongly in favor.