Amazon has announced its first foray into the world of true-wireless audio, with the launch of the Amazon Echo Buds at its annual hardware showcase in Seattle.

The new true wireless earbuds could pose a challenge for Apple – after all, its own buds, the Apple AirPods, are the current market leaders.

Overall, it’s a very intelligent pair of earbuds, and set of features, at a price point that makes you wonder how Amazon can afford to sell them at all.