David Limp, senior vice president of devices and services at Amazon, displays the new Amazon Echo during an event announcing new products Wednesday in Seattle.

SEATTLE — Amazon wants voice-controlled devices featuring its digital assistant Alexa to become as ubiquitous in people's homes as televisions.

“We want to make sure we are building a product that e3veryone can use,” said David Limp, Amazon's senior vice president of devices and services, during a Wednesday event showcasing the company's holiday product line-up at its Seattle headquarters.

Amazon so far has proved far better at discounting a potpourri of goods online than it has been at making its own devices. Most notably, it tanked in its attempt to make a smart phone, putting it at a disadvantage against Google and Apple — the makers of Android and the iPhone, respectively — in the battle to stay connected with consumers when they're on the go.

But Amazon has found a way to play a bigger role in people's homes with the Echo, an internet-connected speaker starring Alexa as a concierge who can do everything from order a pizza to turn out the lights on command.

The Echo's popularity prodded Google to introduce its own internet-connected speaker, Home, with a digital assistant last year. Apple is scheduled to roll out its own speaker, the HomePod, in December.

Google has been positioning its speaker as a less expensive alternative with a smarter assistant. Amazon now aims to erase the price advantage with the next generation of the Echo. The new version will sell for $100, a 44 percent reduction from the $180 price for the current version.

Google's Home speaker currently sells for $130, but that price could be lowered next week.