Amazon is expecting to produce “hundreds of thousands of Fire TV Stick devices every year” under the device manufacturing programme and might scale capacity to additional marketplaces/cities based on the domestic demand. “Today, we are delighted to announce Amazon’s first manufacturing line in India to produce hundreds of thousands of Fire TV Stick devices every year catering to the demands of the Indian customers. This further reiterates our commitment to the Government of India’s ‘Make in India’ initiative,” said Agarwal.
Amazon sells devices such as Echo, Kindle, Alexa, and Fire TV under its Amazon Devices category on the marketplace. The Fire TV Stick by Amazon is among the key Amazon Devices sold in India. The company had claimed sale of nearly 2x units of Fire TV Stick and Fire TV Stick Lite during the first day of the Great Indian Festival sale last year in comparison to the 2019 sale’s first day while more than 1 lakh customers had bought Amazon devices, Echo and Fire TV devices. Amazon founder and outgoing CEO Jeff Bezos had announced an additional $1 billion investment in India during his trip to the country earlier last year taking Amazon’s total India commitment to around $6 billion. The parent company Amazon is reportedly developing a new Alexa-powered device to track user’s sleep to check for signs of sleep apnea.