The Alpine chip range is intended for products like WiFi routers, storage devices and connected home products (internet of things things), with companies including ASUS, Netgear and Synology already counted as customers. As Bloomberg notes, the chips are also a good fit for data centers, but are more suited to storage and networking tasks, not high-performance servers where Intel reigns king. Apart from being an interesting milestone in Amazon's campaign for world domination, it getting into the processor business will resonate little with us everyday consumers. But, when you finally commit to buying a smart home hub after comparing numerous Amazon reviews, that hardware may well turn up with an Amazon brain inside, too.