Ring Founder Returns to Lead Company's AI-Focused Reboot

Jamie Siminoff, who sold Ring to Amazon for $1 billion, is back as VP to refocus the company on its original mission.

Published on Feb. 25, 2026

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After selling his home security company Ring to Amazon for $1 billion in 2018, Jamie Siminoff left the company in 2023 to pursue other opportunities. But now, just two years later, Siminoff has returned to Amazon as a VP overseeing Ring and other smart home initiatives. His goal is to refocus Ring on its original mission of using AI and technology to make neighborhoods safer.

Why it matters

Ring's rise from a Shark Tank reject to a $1 billion brand is a classic entrepreneurial success story. Siminoff's return signals that Amazon sees continued growth potential in the smart home security market, and that he believes he can steer Ring back to its roots of using innovative technology to address community safety concerns.

The details

Siminoff first pitched his company, then called Doorbot, on Shark Tank in 2013, but failed to land a deal with any of the Sharks. He later renamed the company Ring and grew it into a household name, selling it to Amazon in 2018 for $1 billion. After a two-year stint as CEO of smart lock company Latch, Siminoff has now returned to Amazon to oversee Ring and other smart home initiatives. His focus is on using AI to "reimagine Ring from the ground up" and get the company back to its original mission of revolutionizing neighborhood safety.

  • Siminoff pitched Doorbot on Shark Tank in 2013.
  • Siminoff sold Ring to Amazon for $1 billion in 2018.
  • Siminoff left Ring in May 2023 to become CEO of Latch.
  • Siminoff returned to Amazon as a VP overseeing Ring in 2025.

The players

Jamie Siminoff

The founder of Ring, which he sold to Amazon for $1 billion in 2018. Siminoff is now back at Amazon as a VP overseeing Ring and other smart home initiatives, with a focus on using AI to refocus the company on its original mission of improving neighborhood safety.

Amazon

The e-commerce giant that acquired Ring for $1 billion in 2018 and is now welcoming Siminoff back to lead the company's renewed focus on AI and community safety.

Latch

The smart lock company that Siminoff served as CEO of for two years after leaving Ring in 2023.

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What they’re saying

“What started as just a quick weekend project to allow me to see who was at my door while working from my garage has become a household name brand at one of the world's most innovative companies.”

— Jamie Siminoff (Business Insider)

“We are reimagining Ring from the ground up with AI first. It feels like the early days again—same energy and the same potential to revolutionize how we do our neighborhood safety.”

— Jamie Siminoff (Business Insider)

What’s next

Siminoff's return to Amazon and focus on using AI to refocus Ring on its original mission of improving neighborhood safety will be closely watched by the smart home and security industries. The company's future product roadmap and partnerships will be an important indicator of how Siminoff plans to execute on this vision.

The takeaway

Ring's journey from a Shark Tank reject to a $1 billion brand, and now Siminoff's return to lead the company's AI-driven reboot, underscores the power of perseverance and the ability to pivot a business model to meet changing market demands. Siminoff's focus on using innovative technology like AI to address community safety concerns could set a new standard for the smart home security industry.