Kristina Roberts
Just a few days after Amazon’s big devices and services showcase, surprising news has emerged from one of the world’s largest tech companies. Rob Williams, who has been serving as the Vice President of Device Software and Services, has decided to step down from his role at Amazon. Williams is also a member of the elite “S-team,” a special advisory group that works closely with Amazon’s CEO, Andy Jassy. His decision to retire marks an important moment for the company, as it rarely loses members from this top leadership circle.
In a memo shared internally and later confirmed by Amazon, it was revealed that Williams will officially leave his position by the end of this year. However, he will continue to serve as an advisor to Panos Panay, the Senior Vice President of Devices and Services, as well as remain a member of the S-team until the end of 2025. The memo didn’t go into detail about Williams’ future plans, leaving everyone guessing what the next chapter of his career might hold.
Panos Panay, who joined Amazon from Microsoft and now leads the Devices and Services division, praised Williams’ contributions to the company. “Rob has had a big impact on the software and experiences of nearly all of the products we’ve created and shipped,” Panay said in his memo. These words show the deep appreciation Amazon’s leadership has for Williams’ long years of work, during which he played a key role in developing popular devices like Echo, Fire TV, and Kindle.
According to the memo, Williams made the personal decision to retire from Amazon, but his next steps have not yet been made public. In a LinkedIn post, Williams mentioned that he had been preparing for his exit all year and wanted to stay until after the latest round of product launches. He expressed pride in the team’s work and the new devices Amazon introduced at its recent event in New York, which included upgraded Echo speakers, colorful Kindle e-readers, and Fire TVs with improved picture quality.
Williams’ departure also comes at a time of internal changes within Amazon’s Devices and Services division. In the same memo, Panay announced that several teams within the unit would be consolidated to improve efficiency and collaboration. One of the key changes involves moving the Alexa Smart Vehicle team into the main Alexa group, a step that shows Amazon’s growing focus on unifying its voice assistant technology across different products.
As part of the restructuring, Tapas Roy, who previously served as the Vice President overseeing Fire TV product and engineering, has been promoted to take over Williams’ former role. This promotion suggests Amazon’s intention to maintain continuity within the leadership team while giving room for experienced executives to take on larger responsibilities.
Williams’ exit is particularly significant because of his place within the S-team. The S-team, short for “Senior Team,” is made up of around 29 top leaders at Amazon who advise the CEO directly. Being part of this group is considered a major honor within the company. Members of this circle are deeply involved in shaping Amazon’s overall strategy and decision-making. Therefore, when one of them leaves, it is seen as a rare and important event in the company’s history.
Williams joined Amazon about 12 years ago and became part of the S-team in late 2022. During his time at the company, he contributed to the creation and success of many devices that helped shape Amazon’s identity beyond its online shopping business. His work helped make Amazon a serious player in smart home technology, entertainment, and digital reading.
The timing of Williams’ retirement is also interesting. It comes just after Amazon held its much-anticipated annual event, where the company showcased several new products and updates. The event reflected Amazon’s continued ambition to lead in smart devices, artificial intelligence, and connected technology. Williams’ presence at the event in New York showed his commitment to seeing the product launches through before officially stepping away.
In his LinkedIn note, Williams expressed gratitude toward his team and the projects they built together. He did not share specific details about his next steps but mentioned that he planned to remain as an advisor to ensure a smooth transition. His decision to stay on as a consultant until 2025 suggests he wants to help guide Amazon through upcoming challenges and changes, even as he prepares for retirement.
Amazon’s Devices and Services division has faced some difficult times recently. Despite creating some of the company’s most well-known products, the division has struggled financially, going through multiple rounds of layoffs over the past few years. These challenges have made leadership stability especially important. Therefore, while Williams’ exit marks the end of an era, it also opens the door for new leadership approaches under Panos Panay’s direction.
Panay’s leadership style and his background from Microsoft, where he helped create the Surface line of products, might bring a new sense of innovation to Amazon’s device strategy. His recent move to consolidate teams and promote key talent like Tapas Roy shows his focus on streamlining operations and strengthening the division’s core areas.
For many Amazon employees, Williams’ retirement will be an emotional moment. He has been part of the company’s journey for over a decade, helping to shape how people interact with Amazon’s products in their everyday lives. From smart speakers that respond to voice commands to Fire TVs that bring entertainment to millions of homes, his influence can be seen across the company’s technology.
While Amazon has confirmed Williams’ departure, it has not shared who will permanently replace him on the S-team or if any additional changes to leadership will follow. What remains clear is that his departure comes at a time of transformation for Amazon’s Devices and Services division—a moment when the company is rethinking its approach to innovation and customer experience.
As 2025 approaches, Amazon will continue to focus on improving its products and integrating artificial intelligence more deeply into its devices. Meanwhile, Williams’ role as an advisor will help ensure that the knowledge and experience he gained over 12 years do not go to waste. His journey reflects the story of Amazon itself—constantly evolving, taking bold steps, and never standing still.
Every ending at a company like Amazon also signals a new beginning. As Rob Williams prepares to close his long chapter at Amazon, new leaders are stepping up to continue shaping the company’s future. The question now is, how will Amazon’s devices evolve under new leadership? And what exciting innovations lie ahead for millions of Amazon customers around the world?
