Nov 16 (Reuters) – Inc (AMZN.O) on Wednesday said it has laid off some employees in its devices group as a person familiar with the company said it still targeted around 10,000 job cuts, including in its retail division and human resources.

The announcement, Amazon’s first since media outlets including Reuters reported its layoff plans on Monday, heralded a dramatic shift for a company known for its job creation and added shape to the latest dismissals befalling the technology sector.

Amazon executive Dave Limp in a blog post said the company had decided to consolidate teams in its devices unit, which popularized speakers that consumers command through speech. It notified the employees it cut on Tuesday.

“We continue to face an unusual and uncertain macroeconomic environment,” he said. “In light of this, we’ve been working over the last few months to further prioritize what matters most to our customers and the business.”

Plans, still in flux, to eliminate around 10,000 roles through reductions in more units would amount to about a 3% cut in Amazon’s roughly 300,000-person corporate workforce.

For years, the online retailer aimed to make Alexa, the voice assistant that powers its in-house gadgets, ubiquitous and present to place any shopping order, even though it was unclear how widely users have embraced it for more complex tasks than checking the news or weather.

A project inspired by a talking computer in science fiction show Star Trek, Alexa had garnered headcount that grew to 10,000 people by 2019.

At the time, Amazon touted sales of more than 100 million Alexa devices, a figure it has not since refreshed publicly. Founder Jeff Bezos later said the company often sold Alexa devices at a discount and sometimes below cost.

While Amazon has toiled to encode intelligent answers to any question Alexa might expect from users, Alphabet Inc’s (GOOGL.O) Google and Microsoft Corp (MSFT.O)-backed Open AI have had breakthroughs in chatbots that could respond like a human without any hand holding.

Following the layoff news, shares pared losses and were down about 1% midday.

Source: Reuters

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