What Does This Error Mean?

Amazon Echo alarm not going off is most often caused by Do Not Disturb mode silencing the alarm, the device time zone being wrong (alarm fires at the wrong local time), or the Echo volume being at zero. Check Do Not Disturb first — it overrides all alarms on some Echo models.

Affected Models

Amazon Echo
Amazon Echo Dot
Amazon Echo Pop
Amazon Echo Show
Amazon Echo Plus
All Amazon Echo models

Common Causes

Do Not Disturb mode enabled — silences alarms on some Echo firmware versions
Device time zone incorrect — alarm fires at the right UTC time but wrong local time
Echo volume muted or set to zero — alarm fires silently
Alarm set for the wrong AM/PM — e.g., said '7 AM' but Alexa heard '7 PM'
Wi-Fi outage at alarm time prevented cloud time sync

How to Fix It

Check Do Not Disturb mode.

Swipe down on the Echo Show screen, or open the Alexa app > Devices > select your Echo > Do Not Disturb. Disable it if it is on. Note: on older Echo firmware, DND does silence alarms. Amazon has changed this behavior in newer versions to allow alarms through DND — check your firmware version.
Verify the device time zone.

Open the Alexa app, go to Devices, select your Echo, then Settings > Time Zone. Confirm the correct time zone is set. An incorrect time zone means alarms fire at the wrong local time — you may have just missed it.
Check the Echo volume.

Say 'Alexa, set volume to 5' before bed to ensure the alarm will be audible. An Echo at volume 1 or 0 will trigger the alarm but at nearly inaudible levels. You can also set an alarm volume separately: 'Alexa, set alarm volume to 7.'
Confirm the alarm time with Alexa.

Say 'Alexa, what alarms do I have?' to hear all scheduled alarms read back to you. Verify the time and AM/PM are correct. If the alarm is wrong, say 'Alexa, cancel my alarm for 7 PM' and re-set it.
Restart the Echo and ensure Wi-Fi is working.

Unplug the Echo from power for 30 seconds and plug it back in. Confirm it connects to Wi-Fi (the blue ring spins on startup). Echo alarms require accurate time from Amazon's servers — a Wi-Fi outage at alarm time can prevent correct triggering.

When to Call a Professional

Echo alarms are a cloud service. If alarms consistently fail to sound after checking all settings, perform a factory reset. If the problem continues, contact Amazon support.