The context of that particular sentence is not about the overall device, which has already been mentioned by name. It's about the idea of having an Amazon-brand

The context of that particular sentence is not about the overall device, which has already been mentioned by name. It's about the idea of having an Amazon-branded microphone in your private living space. "While it’s natural to be chiefly concerned about privacy when your apartment comes with an Amazon microphone pre-installed, we should also be critical about where the data extracted from us ends up." In no way does replacing "microphone" with "Echo" make that sentence better or more accurate, only worse and less accurate.