Dive Brief:

• The new Echo Show 5 allows has a 5.5-inch display, HD camera, and built-in camera shutter. "The compact form factor is perfect for a bedside table or desk, plus it has a camera shutter for added peace of mind," Tom Taylor, senior vice president of Amazon Alexa, said in a statement. The device will retail for $89.99.

• The new device will make it easier for consumers to connect with third-party content creators. Soon users will be able to access how-to videos on the device, according to a company press release, and users can watch TV shows and news programming.

• The Echo Show 5 also comes with additional privacy features, including a voice command that allows users to delete their voice recordings for that day, and soon will be able to delete users last request. The company has introduced the Alexa Privacy Hub, an information portal explaining how Echo devices are designed and the controls users have over the Alexa experience, according to the company statement.

Dive Insight:

Amazon's privacy controls come after the company endured criticism from consumers and regulatory agencies. Not only have consumers reportedly been worried about Amazon employees listening to them via the Amazon Echo devices, but 19 privacy advocacy groups filed FTC complaints alleging that Amazon's Echo Dot smart speaker earlier this month, Consumer Reports and The Washington Post reported. At a time when more consumers are concerned about intrusive data collection and data breaches, addressing customers' privacy concerns will become increasingly crucial as Amazon relies on Alexa to reach $10 billion in revenue by 2020.

The new Echo's features seem to follow in the footsteps of other retailers technological bells and whistles. The Alexa Sunrise setting, for example, naturally brightens and displays a sunrise animation before users' alarms go off; it's a bit similar to Casper's Glow Light, which users can customize to their bedtime and wake-up routine.

If Amazon can convince more consumers that they take privacy concerns seriously, the company could continue to gain market share of the voice assistant market, which is positioned to grow as more consumers shift from apps and websites to voice assistants.