Amazon is making widespread layoffs in its devices and services division amid reports that

Alexa and Echo are losing as much as $10 billion a year.

So what went wrong? For a perspective on this question, I got into a who was one of the early leaders of the Alexa team at Amazon.

But as you'll hear, he wasn't the only one with something to say.

What's your take on all of this?

There was no doubt that when Alexa first launched and we started to get traction that there was some real magic in the customer experience that it enabled.

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This is exactly why Amazon is in the bind they're in right now. The fundamentals are still broken.

So where should Amazon go from here and what does all this say about the future of

voice interaction technology in the home? I'm GeekWire co-founder Todd Bishop. We'll explore those questions

coming up and this just in stay tuned to the end for new comments about the future

of Alexa from Amazon CEO Andy Jassie.

In his more than five years at Amazon, from 2013 to 2018,

Kendall led Alexa product management

before building and running the Alexa Smart Home team.

He's now a consultant and a startup advisor in areas including space exploration.

But he's still an avid Alexa user who follows the industry closely and he's rooting for his former team.

I left Amazon in 2018 and as far as I can tell the fundamentals of how Alexa works have not gotten any better since then.

She does a lot more.

It's a much broader ecosystem and a much broader set of capabilities and devices.

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