The second generation Amazon Echo looks prettier and boasts improved sound Amazon Amazon unveiled a new version of its Echo smart speaker with stylish options like wood veneer, multi-room audio and a reduced price tag, as the company faces growing competition in the market it pioneered.

The new, second generation version of Amazon Echo is available for preorder Wednesday for $99, Amazon said at a press conference at its Seattle Headquarters. That's a significant price drop from the previous model, which has retailed for $199 since its launch in 2014. It also undercuts the $129 price tag on Google Home, the Amazon Echo's primary rival.

And with Apple's forthcoming HomePod smart speaker leaning heavily on style and audio quality to differentiate itself, Amazon has sought to keep pace by bolstering its second generation Echo with improved audio functions and a prettier look.

According to Amazon the new Echo brings better listening at a distance, as well as better sound. It includes a 2.5 inch "downward firing" dedicated subwoofer and a 0.6 inch "upward firing" tweeter powered by Dolby technology which Amazon says will deliver a higher-fidelity sound.

The second generation Echos also get multi-room audio, so you can play music from several Echo devices at once, across rooms.

The ability to connect various devices together makes the Echo a true home entertainment audio system, similar to the Sonos speakers. The move could help Amazon further broaden the appeal of Echo devices, marketing them towards consumers interested in home audio entertainment systems, in addition to tech-savvy smart speaker buyers.

Amazon also gave the Echo a modest makeover. The new version retains the cylindrical form of the original version, but it's a bit shorter and now comes in a choice of six different "shells," including felt cloth or a wood veneer. The makeover comes as Apple, known for its elegant industrial design, is about to roll out its own HomePod smart speaker.