The Digital Blackness of Amazon is now a reality.
Amazon has officially announced that the digital black, a feature that automatically highlights text and images of people who are black in order to highlight their face, will be in its Echo, Fire and Fire TV Echo Show.
The company said it will “reinvent the digital face.”
The feature is already available to a handful of other Amazon devices.
Amazon says the new “digital blackness” will work with Amazon Video, Kindle, Fire TV, Fire Phone, Echo Dot, Echo X, Echo Tap and Echo Dot Plus.
And Amazon is making it available to other Amazon Fire devices too.
“We have designed our Alexa assistant to be more personalized, including the ability to include more personalized recommendations and settings,” said Matt Lloyd, Amazon’s senior VP of communications.
“With the new Amazon Digital Black, customers can now see the black face of their favorite Amazon.com product or service directly in their home.”
Amazon’s announcement comes a few days after a report that Amazon would be integrating a blackface feature into the Echo Show’s new “Digital Black” setting.
While Amazon is yet to officially announce the new blackness feature, it will be available to all Echo Show devices in the next few weeks.
Amazon did not immediately respond to a request for comment.
The new feature will make Amazon’s Echo Show a “great speaker for people of all colors, but especially black people,” said Amazon co-founder and CEO Jeff Bezos.
It will also be a “cool feature” for people who want to have the option of using an Alexa voice assistant, but want to control their device from their home.
Amazon’s new blackface is part of a broader effort by Amazon to make Alexa more diverse.
In May, the company rolled out a feature called Voice Services that allows Alexa to identify other people and to help them get around obstacles.
That feature is only available to Echo Show users and is not available to any other Amazon device.
The Echo Show is not the only Echo device that has been updated to include a blackfaced option.
Amazon launched its Echo Dot and Echo Tap earlier this month.
Alexa users can now add a black face option to their Echo devices as well.
The addition of a blackmask option to Amazon’s devices is a big deal.
It is a welcome move by Amazon, which has struggled to make its voice assistant more diverse over the past few years.
The Echo Show, which launched in 2011, is the only voice assistant that has only one blackface option.
Alexa has been the target of racial slurs and death threats.
The move comes as Amazon has struggled with diversity in the voice assistant.
A series of high-profile incidents have forced Amazon to overhaul its assistant, including an ongoing racial controversy that saw a man fired from his job as a developer after he voiced support for the Echo Dot.
Amazon also recently added a black voice assistant to its Echo devices in partnership with a company called Waze.
But Amazon hasn’t made many changes to the Echo experience in the past year.
In April, Amazon announced that it would integrate a blacklight feature into its Echo Echo Show that will highlight images of black people.
Amazon will also introduce a black light mode that will help users identify faces that are dark or black, and a black tone mode that can turn the device into a speaker.
Amazon said in a statement that the “digital light” will be “one of the coolest features to come to Echo and Echo Show.”
Alexa has also been accused of racial discrimination in the last year.
Amazon fired a developer who voiced support in response to a racist tweet.
Amazon has long been criticized for using its voice assistants to create a white-centric experience, often focusing on the “blackface” option instead of the more diverse options.
That has made it difficult for Amazon to grow its Alexa and Echo assistants into more diverse communities.
Amazon executives have also been criticized in recent years for using the Echo to target users of color, as well as people with disabilities.