Amazon Launches “ZeroOne” Team to Build Bold New Consumer Tech, Led by Xbox Co-Creator

Amazon is setting its sights on new consumer products with a brand-new team called ZeroOne—and they’ve tapped J Allard, co-creator of the Xbox, to lead the charge.

ZeroOne is a specialized team that spans Seattle, San Francisco, and Sunnyvale, and it’s tasked with developing hardware and software products from the ground up.

The team's name reflects its mission of taking product ideas from "zero to one," meaning from conception to completion.

J Allard Returns to the Spotlight

At the helm is J Allard, now serving as Vice President of ZeroOne. Allard is no stranger to big consumer tech plays—he spent 19 years at Microsoft, where he helped shape the original Xbox and worked on other ambitious (if sometimes short-lived) projects like the Zune, Kin phone, and Courier tablet concept. He left Microsoft in 2010 and quietly joined Amazon in September 2024, though details about his role only came to light recently.

According to CNBC reports, ZeroOne sits within Amazon’s Devices and Services division, which is run by Panos Panay, another Microsoft veteran best known for leading the Surface hardware line.

A New Bet in Consumer Hardware

Amazon’s track record in consumer tech is a mixed bag. Hits like the Kindle, Echo smart speakers, and Fire TV devices helped shape the company’s hardware reputation.

But it’s also had some high-profile misses, like the Fire Phone, Halo fitness tracker, and Glow, a video calling device for kids that never really took off.

ZeroOne seems to be Amazon’s latest swing at something new—and potentially category-defining.

Clues from Job Postings

So, what exactly is ZeroOne working on? Amazon’s staying tight-lipped, but some job listings offer a few hints. One role talks about using computer vision for a new smart-home product, while another focuses on early-stage concept testing and getting quick feedback from real users.

One posting notes that team members will work in “small, nimble teams to create entirely new product categories,” which gives off classic startup vibes, just inside a tech giant.

So far, Amazon has confirmed that Allard is leading ZeroOne, but hasn’t shared what the team’s building or when we’ll see the results.