Amazon announced a leadership change within its Alexa division on Friday, a day after unveiling its first tablet computers that incorporate the voice assistant. Daniel Rausch, who has held the position of vice president of Alexa and Echo for more than three years, will leave the unit next month, the company confirmed to Reuters. He will transition to a different role within the devices and services division in 2027.

Aidan Marcuss, currently vice president of Fire TV, advertising and the Amazon appstore, will assume responsibility for Alexa leadership. Marcuss, who joined Amazon from Microsoft earlier this year, previously oversaw the launch of a new Fire TV stick that received mixed reviews. In the interim, Kevin Keith, a product and marketing vice president, will retain his existing duties while also covering Marcuss' responsibilities.

The restructuring comes as Alexa has struggled to generate profit since its introduction in 2014. Amazon has invested heavily in developing a new version of the assistant that incorporates generative artificial intelligence, capable of handling longer and more complex queries. The updated assistant is featured in the newly announced Alexa Tablets, which are priced higher than previous Fire tablet models that were positioned as low‑cost devices. The Alexa+ service will be bundled with a Prime membership, which costs $139 per year, or offered as a standalone subscription for $20 per month.