Amazon is moving Daniel Rausch out of the Alexa division next month and putting Aidan Marcuss, its vice president of Fire TV, advertising, and the Appstore, in charge, according to Reuters. Rausch has spent 17 years at Amazon, ran Alexa and Echo for more than three of them, and served as the assistant’s public face at launches, and he’ll return to a different devices role in 2027. Marcuss joined from Microsoft in early 2025, and product and marketing VP Kevin Keith will cover his Fire TV duties for now. The shuffle came a day after Amazon launched its first Alexa tablets, which are priced well above the cheap Fire tablets and built around Alexa+, the generative AI rebuild of an assistant that has lost money since its 2014 debut.
