Hundreds of Amazon.com employees working under Alexa are set to be rendered jobless in a new restructuring move.

The cimpany announced it is trimming jobs at its Alexa voice assistant unit, citing shifting business priorities and a greater focus on generative artificial intelligence.

The cuts affect several hundred employees working on Alexa, according to the email.

“We’re shifting some of our efforts to better align with our business priorities, and what we know matters most to customers – which includes maximizing our resources and efforts focused on generative AI,” Daniel Rausch, vice president of Alexa and Fire TV, said in the email.

Business analyst also argued that the company has struggled to remain profitable prompting the restructuring move.

It’s also experiencing competition from Apple and other service providers in the market.

It is not yet clear how many employees would be affected by the announced cut.

Amazon has cut more than 27,000 jobs across the company over the past year, part of a wave of U.S. tech layoffs after the industry hired heavily people during the pandemic.

The latest cuts come even as Amazon reported third-quarter net income that far exceeded analyst estimates and forecast revenue in the year’s final quarter roughly in line with expectations.

The fourth quarter is Amazon’s most crucial, as it includes holiday shopping.