According to a report from CNET, the new device will be aimed at helping Amazon customers find and order products. It’s one thing to tell Echo to purchase a product, but it’s a little strange without any visual aides. The introduction of an Echo with a built-in screen will fill that gap.

Apparently, Amazon is a little flustered by Google’s recent introduction of multiple-user support in Home. One source told CNET it was a “wake-up call” for Amazon, so the online giant wants to get ahead by introducing the new display-equipped speaker.

Amazon recently unveiled the Echo Look, a speaker with a built-in camera, though response to that has been mixed to say the least.

Rumors of Amazon building an Echo with a screen attached go back several months, so CNET’s report isn’t exactly new. However, it appears Amazon feels a little threatened by the Google Home, so it’s fast-tracking whatever next generation Echo devices are in the pipeline.

It’s unclear what form factor this alleged device will take, though a report from Bloomberg last year said the device will sport a touchscreen measuring about seven inches. Not only will the new Echo be great for ordering products, but the display could be a great visual aide in the kitchen.

No word on when the device will launch or how much it will cost, but expect Amazon to unveil it very soon.