Amazon’s 2026 Holiday Deals Are About to Look Better Than They Are

Amazon is raising prices on a variety of its hardware products ahead of the holiday season. The price increases are evident across Amazon's Kindle e-readers, Echo smart speakers, Eero routers, and Fire TV devices. This move might be an attempt to make upcoming Prime Day and Black Friday sales appear more appealing to consumers. While some devices are currently on sale, the sale prices are closer to what used to be the base price, meaning discounts may not be as substantial as they seem.

The Kindle line saw the most significant price hikes, with many models increasing in price by $30 to $50. However, the Kindle Scribe line remained unaffected. Echo speaker prices saw a range of increases, from $10 to $100, with the larger Echo Show devices being the most expensive. Eero router prices also rose, affecting the Eero 7 and Eero 7 Pro models.

Fire TV sticks also experienced price increases, though the Fire TV Stick HD is currently on sale for less than its old price. Despite these price hikes, some devices are still considered worth buying, particularly the older models or those on sale.