Amazon has launched a new team named ZeroOne, aimed at developing innovative consumer products, under the leadership of J Allard, a former Microsoft executive renowned for his role in creating the Xbox.

The establishment of ZeroOne reflects Amazon's strategy to bolster its competitive edge by focusing on breakthrough innovations in consumer technology.

Allard's extensive background at Microsoft, where he co-founded the Xbox and launched numerous products, positions him as a significant asset for Amazon's innovative pursuits.

In February 2025, Amazon showcased its AI-powered Alexa Plus, a subscription-based service that represents the company's ongoing commitment to integrating advanced technology into its products.

While Allard has a history of both successes and failures in product development, his leadership is expected to drive Amazon's innovation forward.

ZeroOne's mission is encapsulated in its name, reflecting the goal of transforming product ideas from conception to market, embodying the entrepreneurial spirit of 'zero to one.'

This initiative underscores Amazon's dedication to expanding its product offerings and driving technological advancements in the consumer goods sector.

Recent job postings for ZeroOne indicate a strong emphasis on developing innovative hardware and software products, particularly in the smart home sector.

The team is actively seeking members with expertise in applied science, product marketing, and customer insights, highlighting its focus on smart home technology.

ZeroOne operates across key tech hubs in Seattle, San Francisco, and Sunnyvale, California, and is dedicated to both hardware and software projects.

The hiring of Allard, along with other talent from Amazon's divisions, signals a commitment to enhancing product development initiatives.

Despite the formation of ZeroOne, Amazon recently laid off around 100 employees from its Devices & Services division, which includes areas like Alexa and Lab126.