Jason Del Rey, Recode:

Amazon has quietly been hiring an army of in-house gadget experts to offer free Alexa consultations as well as product installations for a fee inside customer homes, multiple sources told Recode, and job postings confirm.

The new offering, which has already rolled out in seven markets without much fanfare, is aimed at helping customers set up a “smart home” — the industry term used to describe household systems like heating and lighting that can be controlled via apps, and increasingly by voice.

While Amazon has a marketplace for third parties to offer home services like TV mounting and plumbing, these new smart-home-related services seem important enough to Amazon that it is hiring its own in-house experts.

Amazon is focused on expanding Alexa’s position as the number one home assistant, building out their ecosystem as much as possible before Google builds up any traction and before the real threat, Apple and HomePod, start their assault on Alexa’s market share.