Kindle, Echo, Fire TV price increases: what they cost now
Since their increases, 10 of the 11 devices we price have sold below their old list price at least once: the Fire TV Stick HD went for $15.99, against $34.99 before and $39.99 now. Today all of them are at or within 3% of the new price.
Amazon raised the list prices of its Kindle, Echo, Fire TV and eero devices overnight on August 21, 2026, by $5 to $100, blaming the cost of memory chips; Meta raised the Quest 3 and 3S on April 19 and Sony the PS5 on April 2. A list price is where a sale starts, not what you have to pay: the table sets each new one against what Amazon charges today and the lowest price we have recorded since.
Published · Figures as of · BasketPrice editorial
What went up, and why
Fortune found the new prices on August 21, 2026, and Amazon confirmed them. The consumer electronics industry is “facing significant increases in memory and storage component costs,” a spokeswoman said, and “after absorbing these increases for as long as we could, we recently adjusted pricing across our product lines.” The Echo Dot went from $49.99 to $79.99, the Fire TV Stick 4K Max from $59.99 to $84.99 and the eero Pro 7 three-pack from $699.99 to $799.99. Ring’s cameras and doorbells kept their prices.
The Kindles went up the same night: the basic Kindle from $109.99 to $149.99, the Paperwhite from $159.99 to $199.99, the Paperwhite Signature Edition from $199.99 to $249.99 and the Colorsoft from $249.99 to $289.99. The Scribe kept its price.
Amazon was not the first. Meta raised the Quest 3S by $50 and the Quest 3 by $100 from April 19, 2026, naming the price of memory chips, and Fortune lists Apple’s Macs and iPads in June and Microsoft’s Xbox consoles among the others. The chips are the memory and storage every one of these devices carries, and Fortune puts the shortage down to demand from AI data centers.
Sony raised the PlayStation 5 twice in eight months, both times on the PlayStation Blog. From August 21, 2025, its US prices were $549.99 for the PS5, $499.99 for the Digital Edition and $749.99 for the PS5 Pro, as it navigated “a challenging economic environment.” From April 2, 2026, they are $649.99, $599.99 and $899.99, for “continued pressures in the global economic landscape”: $100 more for the PS5 and the Digital Edition, $150 for the Pro. The PS5 listings we price on Amazon are mostly sold by other sellers or used, so they are not in the table; the page for each sets its price against Sony’s.
The new list price is not the price you have to pay
A sale is a cut from the list price, so the increases moved the starting point, not every price you will see. Amazon told Fortune it will “offer promotions across its lineup throughout the year.” The last column of the table is the lowest price we have recorded for each device since its increase, and the days it held: that is the price to wait for.
Our record of these devices begins in mid-September 2026, after Amazon’s and Meta’s increases, so it shows what they have cost since and nothing from before. The list prices are Amazon’s and Meta’s, as reported; every other figure in the table is a price we read from Amazon ourselves.
Before, after and today
Each device’s list price before and after its increase and what Amazon charges for it today, with the lowest price we have recorded since and the days it held.
| Device | Before | After | Today | Lowest since |
|---|---|---|---|---|
| Kindle | $109.99 | $149.99from Aug 21 | $149.99 | $103.99Oct 4–Oct 7 |
| Kindle Paperwhite | $159.99 | $199.99from Aug 21 | $199.99 | $149.99Oct 6–Oct 7 |
| Paperwhite Signature Edition | $199.99 | $249.99from Aug 21 | $249.99 | $169.99Oct 4–Oct 7 |
| Kindle Colorsoft | $249.99 | $289.99from Aug 21 | $289.99 | $189.99Oct 4–Oct 8 |
| Echo Dot | $49.99 | $79.99from Aug 21 | $79.99 | $39.99Sep 27–Oct 7 |
| Fire TV Stick HD | $34.99 | $39.99from Aug 21 | $39.99 | $15.99Sep 25–Oct 7 |
| Fire TV Stick 4K Max | $59.99 | $84.99from Aug 21 | $84.99 | $44.99Sep 25–Oct 7 |
| eero 7, 3-pack | $349.99 | $399.99from Aug 21 | $399.99 | $339.99Sep 27–Oct 7 |
| eero Pro 7, 3-pack | $699.99 | $799.99from Aug 21 | $799.99 | $599.99Sep 27–Oct 7 |
| Quest 3S 128GB | $299.99 | $349.99from Apr 19 | $349.00 | $297.00Oct 7 |
| Quest 3 512GB | $499.99 | $599.99from Apr 19 | $599.99 | $597.99Oct 16 |
Questions people ask
- Do Amazon devices still go on sale after the price increase?
- Since their increases, 10 of the 11 devices we price have sold below their old list price at least once: the Fire TV Stick HD went for $15.99, against $34.99 before and $39.99 now. Today all of them are at or within 3% of the new price.
- Why did Amazon raise Kindle prices?
- Amazon said memory and storage components had become significantly more expensive and that it had absorbed the increase for as long as it could. The new prices took effect overnight on August 21, 2026, across its Kindle, Echo, Fire TV and eero devices.
- Did Amazon raise Ring prices?
- Not on August 21, 2026: Fortune, which first reported that day’s increases, found Ring products at their old prices.
- How much did the Meta Quest 3 go up?
- By $100, from $499.99 to $599.99 for the 512GB Quest 3, from April 19, 2026. The Quest 3S went up $50: from $299.99 to $349.99 with 128GB and from $399.99 to $449.99 with 256GB. Meta named the price of memory chips as the reason.