E-COMMERCE GIANT Amazon is taking a more cautious approach to its latest consumer electronics launch after last year's misfire with the Fire Phone. That has already forced the company to take a $170m write-down in its accounts. The Amazon Echo is the company's new voicerecognition- based personal assistant and remote music player. For now, the sleek black cylinder is only available in the US and by invitation - the invitations themselves mostly going out to members of Amazon's Prime service which offers express delivery and all-you-can-eat streaming media.
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