Amazon’s AR Glasses Project Pits It Against Zuckerberg’s Meta: Report

Amazon (AMZN) is reportedly developing consumer-focused augmented-reality glasses, setting up a direct challenge to Meta Platforms (META) in the emerging augmented reality (AR) hardware market.

Amazon’s stock dipped more than 2% in morning trade on Wednesday. However, retail sentiment on Stocktwits rose higher within ‘bullish’ territory, accompanied by ‘high’ levels of chatter over the past day. Meanwhile, Meta’s stock fell 1.2% with retail sentiment trending in the ‘neutral’ zone.

The project, codenamed Jayhawk, would feature microphones, speakers, a camera, and a full-color display in one eye, according to The Information, which cited people familiar with the matter. The report added that Amazon is also working on a second pair of AR glasses aimed at delivery drivers. Known internally as Amelia, the glasses would display instructions on the lenses to guide package sorting and deliveries.

The move puts Amazon into competition with Mark Zuckerberg’s Meta, which is expected to debut a new version of its AR glasses at its Connect conference next week. Meta has reportedly invested over $80 million in virtual reality (VR) and AR since launching Reality Labs in 2014.  Its Ray-Ban Meta smart glasses sold one million units in 2024, making it a market leader in consumer AR glasses.

The two tech giants have historically clashed in the digital advertising arena, and more recently, they have been competing to attract top talent in the field of artificial intelligence (AI). Both companies have ramped up spending to outpace each other and other rivals in AI and platform innovation. Meta is reportedly investing roughly $70 billion in AI initiatives, while Amazon’s projected budget for similar projects is around $105 billion.

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