Amazon.com Inc. is kicking off an end-to-end overhaul of its hardware business by rebuilding two of its flagship Alexa devices: the Echo and the Echo Show.

The company is introducing the Echo Dot Max, a $100 smart speaker designed to compete with similarly priced products from Apple Inc. and Alphabet Inc.’s Google, as well as the $220 Echo Studio, its highest-end speaker for audiophiles. Amazon is also revamping the Echo Show, its smart speaker with a screen, with redesigned 8-inch and 11-inch models priced at $180 and $220, respectively.