Amazon may have ushered in the age of the screenless interface with the Echo speaker and Alexa voice assistant, but it's fallen back on the good old fashioned screen for its latest product.
It has unveiled the Amazon Echo Show, featuring a large display which can be used for making video calls, reading song lyrics or for watching the news.
It can also connect with other internet-enabled devices such as home monitoring cameras, all controlled using Alexa. The new visual elements come in addition to the voice command features already familiar to Echo users such as asking what the weather is like or making a shopping list.
The Echo Show is priced at $229.99 (£178) and will go on sale on 28 June. It comes hot on the heels of another device added to the growing Echo fold, which now totals four products. The Echo Look, a voice controlled camera that can be used to create a digital wardrobe, was revealed last month.
With the launch of the Echo in 2015, followed later by the smaller and cheaper Echo Dot, Amazon has dominated the smart speaker and voice assistant market. Alexa has also been added to other devices: it's on the Amazon Fire TV streaming stick as well as being made available to other companies, such as car manufacturers, who want to add voice controls.
According to forecasts from Emarketer, Amazon's Echo, which was the first to market, is expected to grab a 70 per cent share of the market this year, ahead of rival Google Home's 25 per cent.
Microsoft is the latest tech giant to join the fray, partnering with electronics maker Harman Kardon to this week unveil its own smart speaker powered by its Cortana voice assistant.
Meanwhile, Samsung's Bixby voice assistant is in its infancy but the firm has grand ambitions to bring it to a host of devices across the home, from fridges to TVs.
Analysts expect the market for voice assistants to be worth billions in the coming years.