Amazon may have a ‘new plan’ to take on Facebook-parent Meta

Amazon is reportedly developing augmented reality (AR) glasses for consumers, a report claims. This reported move would place the company in direct competition with Facebook-parent Meta, which already offers Ray-Ban-branded smart glasses and has also partnered with EssilorLuxottica’s Oakley for more models. A new report by the news agency Reuters (original report by The Information) cited sources familiar with the e-commerce major’s plans to claim that the glasses are internally codenamed "Jayhawk" and are expected to be released in late 2026 or early 2027. The rumoured product is expected to feature microphones, speakers, a camera, and a full-colour display in one eye. This project would mark Amazon's official entry into the consumer AR glasses market, following its work on specialised eyewear for delivery drivers, as Reuters reported previously.

How Amazon’s rumoured smart glasses may work

The Reuters report noted that Amazon may be developing two types of AR eyeglasses. One of them will be a consumer-facing model, expected to feature a sleeker, lightweight design with a full-colour display. Meanwhile, the company may also be working on another smart glasses model for the delivery workers. This version is anticipated to include a small screen for turn-by-turn navigation along routes and stops.

Reuters further cited The Information to highlight that both glasses may use the same display technology, with the delivery-worker model potentially launching as early as the second quarter of 2026, with an initial production target of around 100,000 units.

The consumer AR glasses would place Amazon in direct competition with Meta, which is expected to unveil its next AR glasses at the upcoming Connect conference.

Earlier this year, Meta partnered with EssilorLuxottica’s Oakley to release AI-powered smart glasses, following the success of its Ray-Ban Meta line that has sold millions of units since debuting in 2023, as per media reports.