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Amazon Gets Back Jamie as VP, The Employee Who Got Away

Jamie Siminoff, Rejoins Amazon Jamie Siminoff, Rejoins Amazon
IMAGE CREDITS: ABOUT AMAZON

Jamie Siminoff, the entrepreneur behind Ring, is officially back at Amazon. After stepping away from the company in 2023, Siminoff has returned as vice president of product, where he’ll now oversee Amazon’s entire smart home security portfolio, including Ring, Blink, Amazon Key, and Amazon Sidewalk.

Siminoff founded Ring in 2012 from his Southern California garage and initially struggled to get traction—famously rejected by investors on Shark Tank. But the story took a dramatic turn when Amazon acquired Ring in 2018 in a deal worth around $1 billion. Under his leadership, Ring transformed from a single smart doorbell into a broad product line featuring home security systems, smart lighting, video doorbells, dashboard cams, and even a flying indoor security drone.

Amazon confirmed Siminoff’s return following a leadership transition at Ring. Liz Hamren, who previously held executive roles at Discord and Meta, had taken over as CEO in 2023. According to an Amazon spokesperson, Hamren is now “looking at opportunities inside and outside Amazon,” while Siminoff steps back in with renewed vision and energy.

“We’re excited to welcome Jamie back to the team — he’s an inventor at heart and deeply passionate about how Ring can make everyday life easier and safer for our customers,” the spokesperson said.

Siminoff’s new role places him in charge of several key Amazon devices and services. That includes Ring, Amazon Key (used for secure in-garage deliveries), Blink (affordable home security cameras), and Amazon Sidewalk, the shared neighborhood wireless network designed to keep smart devices connected beyond the home.

In a blog post published by Amazon, Siminoff described the current AI boom as “a once-in-a-generation opportunity” to rethink how home security products serve customers. With AI and drone technology reshaping the home security space, his return signals a renewed push by Amazon to innovate in a market that, while more mature, remains highly competitive.

However, Ring’s success hasn’t come without controversy. The company has faced backlash over its video-sharing policies with law enforcement, as well as security vulnerabilities that allowed hackers to access private home footage. Some of those incidents, including unauthorized users talking to children through hacked cameras, went viral and raised alarm over data protection.

In 2023, Amazon settled with the Federal Trade Commission for $5.8 million over allegations that it misled customers about privacy and security. While Amazon denied the claims, it agreed to resolve the matter and strengthen its policies.

Siminoff will report to Panos Panay, Amazon’s senior vice president of Devices and Services. Panay, a well-known figure in consumer tech, joined Amazon last year after a long stint leading hardware innovation at Microsoft.

Siminoff’s return marks more than just a leadership change. It’s a strategic bet that the original visionary behind Ring can once again steer the brand through evolving consumer needs, increased scrutiny, and massive shifts brought by AI-driven security solutions.

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