Amazon Abandons Secretive Fertility Tracker Project
A Shift in Priorities
In a move that signals a significant change in direction, Amazon has discontinued its secretive effort to develop an at-home fertility tracker, codenamed “Encore”. This project, which was part of Amazon’s Grand Challenge division, had been in the works for four years.
The Rise and Fall of Encore
The team behind Encore had been working on a fertility monitoring device and companion smartphone app, aiming to help women track their fertility from home. The project was born out of Amazon’s 2020 acquisition of Wisconsin-based startup bluDiagnostics. However, despite significant investments and a team of scientists and engineers, the project faced technical issues and was ultimately deemed too costly.
Layoffs and Restructuring
As a result, Amazon has laid off around 100 employees working on the project. Those affected will remain on Amazon’s payroll until December 27, but will not be expected to work during that time. If they don’t secure another job by that date, they will receive a lump sum severance payment equal to one week of salary for every six months of tenure at the company.
A New Era of Frugality
This move is part of a larger trend at Amazon, as CEO Andy Jassy reins in costs across the company. Since late 2022, Jassy has been slashing jobs and shuttering projects, marking a distinct departure from the approach taken by Amazon founder Jeff Bezos.
The Legacy of Grand Challenge
Grand Challenge, launched in 2014, was once a hallmark of Amazon’s experimental spirit. However, with the discontinuation of Encore, only one project remains active within the division, focusing on health tech. This shift in priorities raises questions about the future of innovation at Amazon.
A Competitive Landscape
The fertility tracking market is already crowded, with companies like Inne, Oova, Ava, and Mira offering similar products. Fertility and ovulation tracking apps like Flo, Clue, and Glow are also popular among consumers. Amazon’s decision to abandon Encore may be seen as a missed opportunity in this space.
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