Amazon is enabling lots of other manufacturers to build their own hardware that taps its cloud-based digital assistant, Alexa. That’s a smart strategy if Amazon’s objective is to make Alexa ubiquitous in the smart home and home entertainment markets. But the online retailer should also be careful not to allow too many subpar products like Jam Audio’s Jam Voice to be associated with the Alexa brand.

Even after Jam Audio slashed the Jam Voice’s asking price from $79.99 to $59.99 in the wake of the $129 Google Home and Amazon’s own $49.99 Echo Dot, the Jam Voice is merely a so-so product. And in a market where the competition is so good, being only so-so is a big no-no.
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