The Amazon Echo Show 10 (3rd generation) is unlike any other smart display on the market. While rivals like the Google Nest Hub sit static on a shelf, the Echo Show 10 physically rotates its 10.1-inch screen to keep you in frame during video calls and face-to-face conversations with Alexa. At £249.99, it is the priciest Echo to date — so does the headline party trick justify the cost? After living with it for several weeks in a real UK home, here is our verdict.
Design and Build
The Echo Show 10 is a striking piece of kit. The display sits on a circular motorised base with a fabric-wrapped speaker ring that closely matches other Echo devices. It is available in Charcoal and Glacier White, both of which blend easily into modern kitchens and living rooms. The base houses the motor mechanism and passive bass radiator; the whole unit measures roughly 25 cm tall. It is noticeably heavier than smaller smart displays, so once placed it tends to stay put — you will want a plug socket nearby as the power cable is non-detachable.
On top of the unit sit a mute button and a camera shutter that physically slides across the 13MP lens — two genuine hardware privacy controls, not software-only flags. Amazon has been clear that the camera disconnect is a hard hardware cut, not just a software signal.
Display
The 10.1-inch HD display runs at 1280×800 resolution — sharp enough for recipes, news briefings, and casual video calls, though it falls short of the pixel density on flagship tablets. Brightness is adequate for most indoor situations; direct sunlight can wash it out. Colours are warm and natural. The auto-brightness sensor works reliably. For streaming, the screen delivers a pleasant experience: you can watch Prime Video, Netflix, and BBC iPlayer directly on the device, making it genuinely useful as a secondary entertainment screen in the kitchen.
360-Degree Motion Tracking
The headline feature is the motorised base, which rotates up to 350° to keep you in frame during video calls and on-screen interactions. Using a combination of the camera and ultrasonic sensors, the Echo Show 10 detects when you move and smoothly follows — slowly enough not to be alarming, quickly enough to stay useful. During video calls via the Alexa app or Amazon's own Drop In feature, the effect is genuinely impressive: family members on the other end feel like they are talking to you rather than a fixed camera pointed at the kitchen counter.
Motion tracking can be disabled in the Alexa app if you find it unsettling, and the screen can be manually repositioned at any time.
Sound Quality
The 2.1 speaker system — a neodymium tweeter, a 3-inch woofer, and a passive bass radiator — is the best audio package Amazon has put in any Echo display. Bass is full and present without being boomy; vocals are clear. At moderate volumes it comfortably fills a medium-sized kitchen. It does not replace a dedicated smart speaker like the Echo Studio for serious music listening, but for Alexa briefings, background music, and casual listening it is more than adequate. You can also pair it with a Fire TV via Alexa for a home-theatre speaker role.
Smart Home Hub
A standout feature for UK smart home users is the built-in Zigbee hub. Unlike most Echo devices that need a separate hub (Hue Bridge, SmartThings hub, etc.), the Echo Show 10 can pair directly with compatible Zigbee devices — including Philips Hue bulbs, IKEA Tradfri accessories, and other Zigbee-certified gadgets. It also works seamlessly with Ring doorbells and cameras, SmartThings, and thousands of other smart home devices via Alexa skills and cloud integrations.
For users running Home Assistant alongside Alexa, the Home Assistant Alexa integration lets you expose your HA entities to the Echo Show 10, so you can control lights, switches, and sensors by voice or via the on-screen dashboard without leaving your existing automations.
Video Calls and Drop In
The 13MP camera is the best Amazon has shipped in any Echo, producing a noticeably cleaner image than the Echo Show 8 or Echo Show 5. The wide field of view (110°) combined with motion tracking means callers see you clearly even when you are moving around the kitchen. Drop In (instant calling between Echo devices in your home), Alexa Calling, and video calls via third-party apps work reliably. Zoom support has been added via an Alexa skill, and Skype is supported natively.
Privacy
Given the camera and always-on microphone, privacy is a fair concern. Amazon addresses this with two hardware controls: a physical camera shutter that slides over the lens, and a dedicated mute button that disconnects the microphones at the hardware level. A small indicator light illuminates whenever the camera or mic is active. You can also review and delete your Alexa voice history in the Alexa app. These controls bring it in line with, or ahead of, most smart display competitors.
How Does It Compare?
The Echo Show 10 sits at the premium end of the smart display market. The Google Nest Hub (2nd gen, ~£90) costs far less but lacks a camera and the rotating base. Our Echo vs Google Nest comparison goes deeper on the Alexa-versus-Google-Assistant question. If you want Alexa on a screen but do not need the motion tracking, the smaller Echo Dot 5th gen at under £55 is a far more affordable entry point. And if you are happy with voice-only, our Amazon Echo review covers the standard 4th-gen Echo in depth.
UK Pricing and Availability
The Echo Show 10 (3rd gen) carries a UK RRP of £249.99 and is available directly from Amazon. It regularly features in Amazon's Prime Day and Black Friday deals, where it can drop to around £180–£200. You can check the current price on Amazon.
Verdict
The Amazon Echo Show 10 is the best smart display Amazon makes, and it earns that title. The 360° motion tracking is not just a gimmick — it transforms video calls and makes the device feel genuinely interactive rather than static. The built-in Zigbee hub adds real value for smart home users, and the sound quality beats every other Echo display. The £249.99 asking price is steep, and if you do not make regular video calls or have a large kitchen where you move around, a smaller Echo Show or a rival display may serve you better. But for households that want a premium, feature-rich smart display that doubles as a Zigbee hub and a solid kitchen entertainer, the Echo Show 10 is the one to get.
Related: Amazon Echo Show 8 review, Amazon Echo vs Google Nest, and Amazon Echo UK review.
