Google announced its Daydream View virtual-reality headset on Tuesday. Daydream View will differ from other headsets in having compatibility with a wide range of phones, including Google's new Pixel phones. It was one of several products announced.

SAN FRANCISCO — Google ratcheted up its rivalry with Apple and Amazon by unveiling new smartphones, an internet-connected speaker that channels a digital assistant, and other gadgets the company hopes to make indispensable.

The devices announced Tuesday are part of Google’s bold move to design and sell its own hardware, instead of just supplying Android and other software for other companies to make products. Google’s previous attempts at hardware have had limited distribution and included such high-profile flops as its internet-connected Glass headgear.

This time around, Google is betting that it can design software and hardware to work seamlessly with each other. That’s an art Apple mastered over the past 15 years as it turned out finely crafted iPods, iPhones, iPads and Macs.

Borrowing another page from Apple’s book, Google is backing its expanded product lineup with the biggest marketing campaign in its 18-year history. The company isn’t disclosing how much it will spend, but made it clear the ads touting products “Made by Google” will be ubiquitous during the next few months.

“They have done some advertising in the past, but it’s never been with this kind of ‘let us take care of everything for you’ way,” Gartner analyst Brian Blau said. “This is more like Apple’s way of doing things.”

GADGETS ON PARADE

Google executives showed off a series of gadgets in rapid succession in San Francisco on Tuesday.

The new Pixel phones, starting at $650, are aimed squarely at Apple’s iPhone and could also siphon sales from the biggest manufacturer of Android-powered phones, Samsung.

Android now powers more than 80 percent of the smartphones sold around the world. But Samsung has increasingly been adding more of its own software, including its own mobile wallet, on its phones.

Analysts warned that Google’s increased emphasis on its own branded devices runs the risk of alienating Samsung, as well as LG and other longtime partners that make Android gadgets. Google, though, emphasized it still plans to work with other manufacturers, even as it tries to become a bigger player in hardware.

Meanwhile, Google’s new Home speaker is a counterpunch to Amazon’s Echo, a similar device that has become a big hit since its release about 15 months ago. Google Home will cost $129, undercutting Echo by $50.

Google also announced a virtual-reality headset called Daydream View, a new Wi-Fi router and an update to the company’s Chromecast device for streaming video.

SMART ASSISTANT

The phones and speaker will serve as a showcase for Google’s digital helper, Google Assistant. The helper will respond to spoken questions such as “How do you remove wine stains out of the carpet?” and commands to control the volume of the television and other home appliances with Internet connections.

Google Assistant escalates the company’s battle against Apple and Amazon.