Amazon is reportedly developing consumer-focused augmented reality glasses codenamed "Jayhawk," directly challenging Meta Platforms, Inc.'s position in the AR device market, according to industry sources on Wednesday. This development signals an intensifying battle in the AR glasses sector.

According to two sources familiar with the matter, Amazon's AR glasses will feature microphones, speakers, cameras, and a single-eye full-color display. The company plans to launch this consumer product by late 2026 or early 2027.

Meanwhile, Meta Platforms, Inc. is expected to unveil its new AR glasses at next week's Connect conference. The competition between these tech giants in the AR space is officially beginning, potentially marking a critical turning point for this largely unproven market.

Amazon's entry represents a significant milestone in AR technology development. Unlike VR headsets that block users' real-world vision, AR glasses overlay digital images onto the user's surrounding environment, providing practical functions such as walking navigation maps.

Amazon Developing Two AR Glasses Models

Amazon is simultaneously developing two different AR glasses for distinct purposes. The consumer version, codenamed "Jayhawk," will feature a lighter, more fashionable design with a full-color display.

Another model designed specifically for delivery drivers, codenamed "Amelia," aims to assist drivers in sorting and delivering packages. This device will display package delivery instructions on the glasses' screen for workers.

Sources indicate that Amazon is utilizing AR display technology from Chinese company Rokid. Chinese smartphone manufacturers including Meizu are already using this technology to sell AR glasses products.

Both products use the same underlying display technology, but the consumer version places greater emphasis on portability and aesthetic appeal in its design. The driver version could be released as early as the second quarter of 2026, with Amazon initially planning to produce approximately 100,000 units.

Direct Competition with Meta

Meta Platforms, Inc. is also actively positioning itself in the AR glasses market. The company released a dual-eye display Orion prototype last year, but the new product to be showcased at next week's Connect conference, codenamed "Hypernova," is expected to also use a single-eye display design and could potentially launch later this year.

Regarding pricing strategy, a former Meta executive revealed that internal company discussions have centered around AR glasses priced at approximately $800. For comparison, Meta currently sells Ray-Ban smart glasses starting at $299, offering AI assistant, audio, and camera functions.

From a technical perspective, while dual-eye displays can provide more realistic and natural AR image experiences, they present significantly higher development difficulty and costs compared to single-eye display solutions.

Beyond Amazon and Meta Platforms, Inc., the AR glasses market already features multiple competing companies. Chinese firms such as Xreal, Rokid, and Rayneo have been selling consumer-grade AR glasses products globally, each with varying levels of technological maturity.

In the U.S. market, Snap is also developing AR glasses products. Google executive Shahram Izadi demonstrated prototype AR glasses during a TED talk in April this year.