In this teaser for an upcoming Super Bowl ad, Baldwin gets help planning a Super Bowl party from Marino and the Amazon Echo. SAN FRANCISCO – After 22 years of sitting the game out, Amazon decided to make its first Super Bowl ad about Echo -- a decision that underlined how aggressively Amazon is pushing the personal assistant/wireless speaker to the mass market. The Seattle online retailer launched Echo, a voice-driven, cloud-connected, wireless speaker last June. It ranked as a favorite entry among many tech reviewers in the new and growing Internet of Things market. But while the Echo has "a cult following, it needs more consumer awareness," said Sucharita Mulpuru, Amazon analyst for Forrester Research.