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At the intersection of consumer convenience, business imperatives and telematics surveillance, what is left of privacy? Amazon Echo, also known as Alexa, is a personal assistant. It is an always-on listening device, to be placed by consumers in their homes. Activated when the name Alexa (or Amazon) is spoken, it can answer Siri-like questions (What is the capital of Kentucky?), provide weather and traffic information, play music, and manage devices in the house to which it has been given access. It can also buy items from Amazon. Echo will not be listening just to commands spoken after the keyword. It will always be listening and processing, waiting for its wake word. Amazon has not been clear as to what Echo might be recording and analyzing. Privacy concerns have been raised about this new product. Would Echo be processing the number of times members of the household mention a certain movie or video game? Might Amazon be planning to ship products even before they are purchased? Will use audio data to determine how well members of the house sleep, or how often they have sex? Do an ethical analysis of Echo. Name the stakeholders, identify the ethical issues, and apply theory.