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Amazon names new Alexa leader as Daniel Rausch steps away

Fire TV executive Aidan Marcuss will replace Rausch, who is due to return to Amazon’s devices and services division in 2027.

Tablet computer and smart speaker on a desk
Photo: CNA

Amazon confirmed on October 9 that Aidan Marcuss will take over its Alexa division from Daniel Rausch, who will leave the unit in November. The leadership change follows the announcement of Amazon’s first tablets equipped with the voice assistant.

Rausch has spent 17 years at Amazon and more than three years as vice president overseeing Alexa and Echo. He is set to return to the devices and services division in a different role in 2027, the company said.

Marcuss currently leads Fire TV, advertising and the Amazon appstore as vice president. He moved from Microsoft to Amazon in early 2025. Kevin Keith will temporarily assume Marcuss’ responsibilities while retaining his product and marketing vice president role, Amazon said. The company offered no further details.

Alexa has consistently lost money for Amazon since its 2014 debut. The company spent several years developing Alexa+, a generative AI version designed to handle longer prompts.

That service features in the newly announced Alexa Tablets, positioned at a higher price level than Amazon’s earlier inexpensive Fire tablets. Alexa+ comes with the $139-per-year Prime subscription or costs $20 monthly on its own.

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Lucas Almeida

Companies and Deals Editor

Edits and reviews corporate news (earnings, leadership changes, layoffs, product launches) and deal news (IPOs, mergers and acquisitions, buyouts and funding rounds).