Look out, Apple, Google, and Microsoft: Amazon is trying to muscle in on this month of tech device announcements. The online retailer suddenly revealed that it will announce new hardware today at 10 am PT/1 pm ET in Seattle.

Based on recent leaks—and the fact that Amazon last year pulled the same stunt—it’s not hard to guess what it will announce: New Alexa-based smart speakers and peripherals.

Indeed, within the past few days alone, we’ve seen leaks about a subwoofer called Amazon Echo Sub that will improve the firm’s standing with audiophiles and a smart plug.

And let’s not forget the CNBC report claiming that Amazon plans to release at least 8 new Alexa-powered devices before the end of the year. These include a microwave oven, an amplifier, a receiver, and an in-car gadget in addition to the devices noted above.

Aside from the fact that every personal technology giant on earth is busy stepping over each other to announce new products within the 30-day window between mid-September and mid-October, Amazon’s timing is good for another reason: Another report has confirmed that Google Home and other smart speakers based on Google Assistant have surpassed Amazon’s offerings. So Amazon is wise to dramatically expand its family of Alexa-based products.

More soon.

Tagged with Amazon Alexa, Amazon Echo, Amazon Echo Sub