Sonos has nothing to worry about from the HomePod at the moment, but these new Echo devices are a serious threat, especially the Link Amp. I think Apple is making a huge mistake by not releasing a similar HomePod product. Hopefully they will one day.
Many of us want a complete home audio system where we can choose our speakers. There’s a reason Sonos has done well in the high end market. They have products that appeal to home owners, people who are far more likely to invest in high end and built-in speaker systems. When I bought my house and remodeled it, I added built-in speakers with Sonos Connect Amp boxes. I have one Play5 to use in rooms without built-in speakers or for when I’m out on the deck.
Smart speakers don’t interest me. I don’t want the speaker part, just the smart part. Sonos is getting there but their Alexa support is mediocre. Now here comes Amazon with a product that does the same thing as the Sonos Connect Amp, costs half the price, and features a no-compromise Alexa experience. Sonos should be very worried. By offering a solution aimed more squarely at home owners and smart home designers, Amazon is going to further strengthen their grip on that industry.