Amazon has launched a new innovation-focused team called ZeroOne, led by Xbox co-creator J Allard, to develop breakthrough consumer products across hardware and software. CNBC reports that the ZeroOne team is spread across Seattle, San Francisco, and Sunnyvale, California, with a focus on both hardware and software projects, according to recent job postings. The name ‘ZeroOne’ reflects its mission of developing emerging product ideas from conception to launch, or ‘zero to one.’ J Allard, who spent 19 years at Microsoft, most recently as technology chief of consumer products, joined Amazon in September and now oversees the ZeroOne team under Panos Panay, who left Microsoft for Amazon in 2023 to lead the group. The team is composed of employees from various Amazon business units, including those with experience in Alexa, Luna, and Halo, and includes a former head of Lightform, a projection mapping startup acquired by Amazon. While expanding this area of its devices group, Amazon is scaling back other parts of the sprawling devices and services division.