Amazon Names Aidan Marcuss to Head Alexa Unit in Executive Reshuffle

Amazon.com Inc. has confirmed a leadership reshuffle within its Alexa division, naming Aidan Marcuss to succeed Daniel Rausch as head of the unit. Rausch, a 17-year company veteran who led Alexa and Echo for over three years, will step down next month before returning to another role in devices and services in 2027. Kevin Keith will temporarily take over Marcuss's previous responsibilities. The change follows the unveiling of high-end tablets and comes as Amazon seeks profitability for Alexa, which has lost money since 2014, by introducing its generative AI service Alexa+.