Introduced in 2014, Amazon’s Echo encompasses the latest technologies in recognition software and complex machine learning processes (Ovendon, 2018). Amazon Alexa, also known as Amazon Echo, was the first device to successfully master far-field speech recognition, allowing owners to find out the weather, order an Uber, play music and even turn the lights off (Amazon, 2018 ). In 2011, companies such as Apple with the introduction of Siri led the way of speech recognition, however none had mastered the technology like Amazons Echo, making it the forefront and leader of voice user devices today (Gewirtz, 2016). Other companies such as Google, Samsung and Microsoft also followed this trend, however the fail to master such technology meant that the applications became inefficient and obsolete. Amazon’s Echo introduced a new way to control devices and source information, changing the lives of many by simplifying day to day actions (Chung, Park & Lee, 2017; Amazon, 2018). This, combined with the improvement and exploitation of voice recognition technologies is what makes this product so successful and truly innovative.