• Fire HD: 2014

    Fire HD: 2014
  • Fire HDX 8.9: 2014

    Fire HDX 8.9: 2014
  • Fire HD Kids Edition: 2014

    Fire HD Kids Edition: 2014
  • Kindle Voyage: 2014

    Kindle Voyage: 2014
  • Kindle: 2014

    Kindle: 2014
  • Amazon Fire TV: 2014

    Amazon Fire TV: 2014
  • Amazon Dash: 2014

    Amazon Dash: 2014
  • Kindle Fire HDX: 2013

    Kindle Fire HDX: 2013
  • Kindle Fire HD: 2012

    Kindle Fire HD: 2012
  • Kindle Paperwhite: 2012

    Kindle Paperwhite: 2012
  • Kindle: 2012

  • Kindle Fire: 2011

    Kindle Fire: 2011
  • Kindle Touch: 2011

  • Kindle Keyboard: 2010

    Kindle Keyboard: 2010
  • Kindle DX: 2010

    Kindle DX: 2010
  • Kindle Gen. 2: 2009

    Kindle Gen. 2: 2009
  • Kindle Gen. 1: 2007

    Kindle Gen. 1: 2007


In 2004, the Amazon team had a vision – to improve upon the physical book, making it easier than ever for customers to discover and enjoy books. Gregg Zehr, vice president of hardware engineering at Palm Computing at the time, was part of the team that accepted the challenge. In October 2004, Gregg formed a small team, moved into a shared space in a Palo Alto law library, and got to work as Lab126.

The Lab126 name originated from the arrow in the Amazon logo, which draws a line from A to Z in “Amazon.” In Lab126, the 1 stands for “A” and the “26” stands for “Z.” The subsidiary functions as an Amazon lab of innovation, research, and development for consumer electronics products, drawing the best minds in Silicon Valley together.

The very small team of engineers functioned in a Silicon Valley skunkworks environment – boxes of candy and cookies filled the office, and they worked long hours embarking on engineering that had never been tried before. The team did not know their chances of success, but they kept working and growing. After office moves in 2005 and 2006, Amazon Lab126 moved to Cupertino City Center in February 2007.

On November 19, after 3 years of research and development, the first Kindle e-reader launched with 90,000 e-books. The Lab126 team watched a live broadcast of the announcement from New York, holding their breaths as Jeff Bezos introduced Kindle. 5.5 hours later, Kindle was sold out.

The team has expanded rapidly since then, producing a variety of innovative products from Kindle Keyboard, Kindle Touch and Kindle Paperwhite e-readers to Kindle Fire tablets. Amazon Lab126 has a new office in Sunnyvale, California, and the team works on projects with the same spirit that fueled the first inventors.

We've come a long way, but it's still day one.