There's a party at Sonos' house, and everyone's invited Connected Lifestyle

The voice recognition abilities of the Echo significantly undermined the direction Sonos was headed in; its answer has been to accept that if you can't beat them, you might as well join them. Working closely with Amazon to develop a tie-in with the Echo means that Sonos gets to ride the same wave, while also giving its existing customers the ability to add an Amazon device and immediately have the benefit of voice control for music around the house. As this link is built using the Alexa Voice Service SDK, there is a distinct possibility that future Sonos hardware will come with Alexa built in for an even easier user journey.