Amazon on Wednesday launched five new devices designed to promote its updated Alexa AI service, even as it reportedly cut jobs in its devices and services division.

The reported cuts come after weeks of product announcements, including new Kindle e-book readers and tablet devices.

Amazon confirmed in a statement to Silicon UK that it had cut a “small number” of roles.

Workforce reduction

A Reuters report indicated that up to 250 people would be cut from the devices and services unit, mostly in software development, citing an unnamed person familiar with the matter.

Earlier this month Amazon cut about 1,000 jobs in its core retail division.

Large tech companies that are committed to major AI-related capital expenditures, including Amazon, have also announced job cuts in recent months. Amazon said the most recent cuts would improve efficiency.

The new Alexa-powered devices include the Echo Show 16, which has a 16-inch display, built-in Fire TV, and a night-vision camera, and a new Echo Studio speaker with a built-in camera.

The Echo Dot includes a smart home hub and Wi-Fi extender, while the Echo Time bedside clock uses sleep-sensing technology to determine when the user is in a lighter state of sleep and phase their wake-up routine accordingly.

The Alexa Photo Frame, meanwhile, syncs pictures automatically from Amazon Photos.

Apple earlier this month launched the competing HomeView with a 7-inch screen and the HomePod smart speaker, both using the latest version of its Siri AI.