Amazon buys Ring in another move to get into your house

Delia Watkins
March 2, 2018

Amazon has agreed to buy Ring, a United States maker of smart doorbells with home security features such as live video feeds, in the e-commerce giant's latest move into the physical world, in areas such as food shopping.

Ring makes a variety of connected smart home devices, including doorbells, security cameras, and floodlights.

Founded in 2012, Ring has more than 2,000 employees and had about $155m in sales in 2016, the Los Angeles Times reported previous year.

"Ring is committed to our mission to reduce crime in neighbourhoods by providing effective yet affordable home security tools to our neighbours that make a positive impact on our homes and communities", said a Ring spokesperson said in a statement. "We're excited to work with this talented team". Further, the analyst says the Amazon-Ring deal could be a major setback for the USA security and alarm company ADT.

Ring is a video doorbell business that Amazon has previously invested in, through its Alexa fund. Ring creates doorbells that record anyone who comes to their door and then sends that film to the registered owner.

Over the last few years, Amazon has made large-scale strides to tap into the home security market.

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A Ring spokesperson confirmed the deal in a statement to CNBC. And with the recent launch of its new service Amazon Key, as well as its new Cloud Cam, Amazon really has wedged its foot in the door of not only home delivery but also home security.

The Ring acquisition puts Amazon in more direct competition with security camera makers such as Nest Labs, Honeywell International and Canary Connect, Bloomberg noted.

Though unrelated but companies like Twitch and Audible that were acquired by Amazon do maintain an independent presence.

Ring CEO and Chief Inventor James Siminoff appeared on the show Shark Tank in 2013 to raise money for his product, which was called Doorbot at the time. To achieve that dream, it wouldn't be surprising if Amazon started aggressively selling the product at a discount, in the same way that it has managed to get a Kindle in every bag and an Echo in plenty of homes.

Ring has been on Amazon's radar for awhile.

"Nothing ever will supersede 'Shark Tank.' We'd have been gone", Siminoff told The Times a year ago.

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