Amazon is making moves yet again. As a way to market its smart-home business segment without having to invest in conventional store locations, the online marketplace giant has partnered with Lennar Corporation to provide connectivity demos of Alexa-enabled products—everything from video doorbells and smart shades to lighting and scheduled deliveries—within the homebuilder’s model homes, calling these showrooms Amazon Experience Centers.
“Amazon’s ability to bring a home to life with Alexa smart-home experiences, entertainment and services—coupled with their obsession with customer experience—is a natural extension of our Everything’s Included approach to home-building,” said David Kaiserman, president of Lennar Ventures, in statement. “We picked Amazon because of our shared commitment to customers, their Amazon experts across the country, and their ability to connect customers with thousands of service providers through Amazon Home Services.”
These Centers are already open to the public in certain Lennar communities, including in Atlanta, Dallas, Los Angeles, Miami, Orlando, San Francisco, Seattle and Washington, D.C. Within these model homes, prospective buyers can test-control thermostats, lights, shades, locks, televisions and more using Amazon’s trademark smart speaker, Echo, and Alexa AI.
“We wanted customers to experience a real home environment that showcases the convenience of the Alexa smart-home experience, great entertainment available with Prime and Home Services,” said Nish Lathia, general manager of Amazon Services, in a statement. “We are excited to extend our relationship with Lennar with the launch of Amazon Experience Centers. As one of the nation’s largest homebuilders, Lennar offers the potential to enable this experience within easy driving distance of millions of customers.”
Along with its smart speaker offerings, Amazon is also promoting Prime and Home Services, creating an intelligent home environment that is being touted as a money- and time-saver. For example, with Amazon’s Dash series, homeowners would be able to simply press a button to reorder any essentials, such as household items, favorite snack foods, pet supplies and more.
No doubt Lennar will see increased traffic to its model homes because of the partnership, but is this just Amazon’s next step in a larger campaign to fully entrench itself in the real estate industry? Its recent progressions pointing to—yes—talks of a robot give a glimpse into Amazon’s planned future for AI-run households.
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