Panos Panay on launching his first products since moving to Amazon

Panos Panay has a Diet Coke problem. It’s a topic that quickly came up when I walked into the small interview room, after he offered me a choice of beverages and I said my partner has a similar addiction. After a quick conversation on the advantages of drinking plain water over diet colas, I knew his wife, like me, advocates for less soda, but I still knew nothing of how much the man actually consumed a day.

It was Panay’s first launch event with members of the media since he left Microsoft last year to lead Amazon’s devices and services team. And the instant I walked into the event space at The Shed in New York, I thought “this feels like a Panos event.”

The room was drenched in sunlight, with various neutral and pastel pink couches and armchairs laid out in a vague semicircle facing an unassuming elevated platform. Around the stage were neatly planted assorted greenery with lavender and what looked like baby’s breath lending a general softness to the scene.

There was a leather stool on the stage that looked just big enough to perch on but not comfortable enough to actually rest, and next to it was a smaller wooden end table where a solo water bottle sat. Panay did not once sit during his 38-minute presentation. Clad in a black collared shirt, black jacket, black jeans and black shoes with a brown trim, Panay brought his typical sentimental delivery to the Kindle launch event.

As usual, he didn’t shy away from mentioning his family, showing a carefully taken picture of his daughter Bella reading a Kindle on a couch. He called out members of the media by name, saying hello to Lance Ulanoff in the front row and asking David Pierce if he could hear. At one point, he walked over to the middle row to hand a new Kindle off to tech Youtuber Jacklyn Dallas, asking her to tap repeatedly on the screen to scroll through pages and see for herself how much faster he believed it was.

I say all this to impress on you that the Panos experience is one that’s inviting, engaging and can even lull you into feeling so charmed that you might overlook the fact that he repeatedly calls the Kindle Scribe a 2-in-1. It was certainly enough to give me more patience than I normally would have for a tech leader that had spent almost a third of his presentation talking about the Kindle’s history and where it fits into people’s lives. Instead of thinking “get on with it, I want to hear about the new devices without all this preamble,” I simply laughed at the jokes, made eye contact and related to the personal anecdotes. And though I knew we were past the 38 minutes he had promised the speech would last, I didn’t mind that he was still talking.

I was able to question him about 2-in-1s when we sat down to talk, though. The term brings to my mind the image of Surface tablets and iPads, not to mention the Surface Duo and Surface Neo that Panay launched at a remarkably similar Microsoft event years ago. Kindles? Not so much. But according to Panay, the Kindle Scribe “does two things, and it does it remarkably well. Turns out, it only does two things.”

People want to read on their Kindles, but they also want to write in books. “Both experiences have to stand on their own in a great way,” he added. “You can buy this device for writing, or you can buy this device for reading and then you can bridge it.”

But if a device tries to be too much, it might get too complicated. When I asked what was next for the Kindle Scribe and what challenges it faces, Panay said “You’ve got to be careful not to make it a Swiss army knife. That’s probably the biggest challenge — what it’s not gonna be.”

Panay explained that “at Amazon, the focus on the customers is off the charts,” saying the team talks to users, reads reviews and studies how people use their products to better understand needs. “Fundamentally, for this team, [it’s to] know what the customer needs, be passionate, make sure you deliver it.”

“Let’s not try and reinvent things that people don’t need reinvented.”

The approach Panay has brought over to Amazon is one that considers his history at Microsoft (and his entire life). He never explicitly mentions this, but I cannot help wondering if he’s learned anything from that company announcing the Surface Neo dual-screen laptop and not actually releasing it.

Panay also said that in getting to understand customers’ needs, Amazon also has to try to predict what they might want. “You also have to understand where the technology is headed and you have to have roadmaps,” he said. “You have to have invention and creation that sets you up for where it’s headed, so when people land, they have the next thing they need and hopefully it was your product that got them there.”

That desire to predict trends makes me nervous, especially at a time when every major company is rushing to stuff generative AI features into their products. How should companies like Amazon resist the urge to jump on bandwagons and avoid making products that ultimately are the result of useless hype? To Panay, the answer is patience.

“Patience is everything,” he said. “What is the right thing for the product at the right time? How is it useful? How is it elegant?” He acknowledged that “we’re at a time where AI for sure is transformational. This is not a fad.” There are things AI can bring to the Kindle Scribe and other products that could elevate them. But “making it useful for everyone is important to me, and making it simple.”

There are just two AI-based notebook features for the Kindle Scribe, and they basically read your scribbles and convert them to something more legible and digestible. They’re not groundbreaking concepts — I’ve seen at least 5 different companies launch summarization tools in the last year. But Panay made it clear through personal anecdotes on stage that these are important to him and his staff. He doesn’t want to let people see his handwritten notes, but he will let them see the version tidied up by AI. Whether the rest of the world’s Kindle users will find these helpful, I’m less certain.

For now, Panay wants to perfect the Kindle Scribe experience. “You can never make anything perfect, I’m never satisfied. But it’s so close right now… to feeling like paper, to feeling like an eraser, to feeling like you’re writing, to no distractions in your way.” He called it his favorite child during the presentation (but later saying that he felt guilty doing that).

There are plenty of other children in the Amazon hardware family that Panay oversees. He’s not only in charge of the four Kindles launched today, including the new color ereader called the Colorsoft, but the company’s smart home, robotaxi, satellite, consumer robots and Alexa products, as well as Fire TVs and tablets, too.

“It's an eclectic group of products at some level, but it's actually quite a connected one at the same time.” There’s also stuff that Panay couldn’t yet talk about on the record, but he said there’s “so much magic yet to be shared with the world.” In a more realistic manner of speaking, it’s about seeing these things “connected in a way that can make a difference for people’s lives every day in their homes and outside of the home.”

There are other ways the Kindle Scribe could evolve that wouldn’t be a stretch of the imagination, either. The most obvious is getting a color display, and Panay agreed “it’s not a stretch at all, probably” before going on to say he can’t discuss future roadmaps. But I can certainly speculate.

While it’s interesting to see Amazon come up with a whole new name for the Colorsoft, indicating that it’ll perhaps be a separate product line, it would make sense for the Colorsoft to be a one-off and for the color panels to get integrated into other existing Kindles in future.

Another potential technological change to Kindles is making them foldable. To that end, Panay simply said “It’s an interesting concept.” When I pointed out that he’s no stranger to folding devices, he acknowledged “I’m definitely not,” before adding that “we have a ton of concepts in the lab.”

Crucially, though, he reiterates he doesn't “want to create tech for the sake of creating tech.” If the idea is right, Panay is open to considering it. “But right now, keeping it simple is where we’re at.”