Ring founder Jamie Siminoff will speak at the Amazon Products Event held in Manhattan, New York City on September 30, 2025.
Charlie Tribrorow | AFP | Getty Images
In 2023, Jamie Siminoff called AmazonFormer device boss Dave Limp said he had resigned from Lead, a video doorbell company that sold it to the e-commerce giant for $839 million in 2018.
Siminoff, who started the ring in 2013, said that Limp and Amazon offered him the opportunity to work elsewhere in the company, but he declined.
“I think I have to leave,” he said,” Siminoff recalled in an interview Friday. “I don’t think I can go halfway. I’m all in, or I’m all out.”
He wasn’t long.
In April, Siminoff announced his return to the ring, replacing former Liz Hamren. Microsoft And the Discord Executive, whom Amazon hired to take over him. As he returns to the helm, Shiminoff says he is restoring the ring’s original mission to “make the neighborhood safer.”
And now his team is free to use even more artificial intelligence technologies to recharge those efforts.
Siminoff took the stage at Amazon’s annual hardware event in New York on Tuesday, debuting a new ring camera and gained a feature called the Search Party, which uses AI to identify potential matches in camera footage. It aims to “reunite the lost dog” with the family, but Shiminoff said there may be other applications in the future.
During Hamren’s two-year tenure, Ring moved to adopt a softer, more whimsical imagery marked by backyard animal encounters and a stupid video of family-oriented hijinks. It also removed the tool that has been widely criticized by civil liberty and privacy advocates, causing police to request footage of nearby watch apps from the doorbell.
Siminoff, 48, said the ring camera has many uses, including keeping an eye on pets and loved ones. Siminoff is based in Los Angeles and has two dogs, a Belgian Marinoa and a Chihuahua.
“I’m focused. How can I make my neighborhood safer to match the highest density of camera coverage with AI in a neighborhood that matches AI?” he said. “It’s not just a crime.”
The Ring is part of Amazon’s vast device and services division, overseen by Panospanai, a former Microsoft hardware leader who joined the company in 2023. Beyond the ring, the unit spans Amazon’s Zoox Robotaxis, Kindle E-Readers, Echo Devices, Kuiper and Internet Satellite Services.
Typically, ring security cameras start at $50 and range in price depending on coverage. Users can also pay up to $20 a month for the subscription service. This allows you to continuously record and access more cloud storage, such as more cloud storage.
“That was terrible.”
Siminoff said that a personal encounter with violence was involved in his return.
A few months ago, Siminoff witnessed a shooting at a laundromat in southern Los Angeles and said he felt he was shaking.
“It was terrible,” Shiminoff said with tears. “The kids are crying, that’s the whole f****** scene.”
Ring CEO Jamie Siminoff returned to the show as a guest judge after pitching the company to ABC’s “Shark Tank” in 2013.
Eric McCandless | Contributor | Getty Images
The incident reaffirmed his belief in the Ring’s mission and his potential to support law enforcement officers when they “have no time to visit door-to-door.”
These relationships with the police have been controversial for many years.
Amazon found that the 2015 Los Angeles Police Department pilot program, according to a 2018 release, that ring doorbells reduced robberies in nearby areas “55%.” However, reports from several outlets have challenged whether ring cameras will lead to a reduction in crime.
Privacy advocates have expressed concern that the company’s cameras and accompanying Neighbors app increased the risk of racial profiling and turned residents into informants, with few guardrails as to how law enforcement can use the material.
Siminoff said he was “professional public safety” and “supporting blue,” but he felt that some of the reports of the Ring’s video request function for police were unfair or inaccurate.
“It’s what bothers me,” Siminoff said. Ring mentioned the claim that cameras have access to police.
“We allow them to request footage from people in an ultra-privacy-centric, anonymous way that maintains their privacy. But that’s not a good headline,” he added.
A few weeks after Siminoff’s return, Ring reintroduced the Community Request tool through a partnership with Axon EnterpriseTaser and the police body camera maker. Police can seek footage from the ring camera via Axon’s online evidence management system, and users can choose whether to share it or not.
“I don’t think we should work directly with the police,” Siminoff said. “That’s not a business we never have.”
According to Siminoff, the ring is highly profitable and is investigating other potential growth areas, including security solutions for small and medium-sized businesses.
Ring is currently not exploring technology to more homemade customers, namely the vast parent company. At the very least, you’ll have to paste the camera into your Amazon Delivery Vans or warehouse.
Siminoff thought of it, but he said, “I realized it was just a distraction.” “Amazon is so big, so you can probably do something for everything.”
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