Amazon has announced changes to the leadership of its Alexa division, a day after unveiling its first tablet computers featuring the voice assistant. The reshuffle will see longtime executive Daniel Rausch step away from the unit next month, with Aidan Marcuss set to take over as the company continues to develop its artificial intelligence-powered assistant.
The changes come as Amazon introduces higher-end tablets featuring Alexa+, its upgraded voice assistant powered by generative AI.
Daniel Rausch, a 17-year Amazon veteran who has served as vice president of Alexa and Echo for more than three years, will leave his current position next month, Amazon confirmed in response to a Reuters inquiry.
Rausch has been a familiar face at company events and global product launches, representing Alexa as Amazon expanded its voice assistant business. He is expected to return in another capacity within the company's devices and services division in 2027.
Amazon declined to provide further details about the leadership changes.
Aidan Marcuss, currently vice president of Fire TV, advertising and the Amazon Appstore, will take over leadership of Alexa. Marcuss joined Amazon from Microsoft in early 2025.
He recently oversaw the launch of a new Fire TV Stick in September, which received mixed reviews.
Meanwhile, Kevin Keith, a product and marketing vice president, will retain his existing position while temporarily taking on Marcuss' current responsibilities. Amazon confirmed the arrangement but did not disclose additional details about the transition.
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The leadership reshuffle comes as Amazon looks to strengthen Alexa's capabilities and expand its presence across devices. Since its launch in 2014, Alexa has consistently lost money for the company.
Amazon has spent several years developing a new version of the assistant powered by generative AI, designed to handle longer prompts and offer more advanced responses.
Known as Alexa+, the upgraded assistant features in the new Alexa Tablets announced on Thursday. The devices mark a move towards the higher-end market, a departure from Amazon's earlier Fire tablets, which were positioned as inexpensive alternatives.
Alexa+ is included in Amazon's Prime membership, priced at USD 139 per year, or is available as a standalone service for USD 20 per month.
The leadership changes and new hardware launch come as Amazon seeks to build a stronger business around its AI-powered assistant and premium devices.