Easy fix. Just hold down the top button with the square symbol until you get the yellow rotating ring. Then unplug for 30 seconds and then plug back in. You will get a blue rotating ring. When that stops you will be all set to go.
New way in 2023 (iOS only): 1. Deregister your device. You can do it on alexa.amazon.com 2. Run the setup with your phone. When it fails at the first attempt, there’ll be an option for 1st-gen devices. Tap that. 3. On your phone, switch your wifi network to the one broadcasted by your Echo. It’ll be something like Amazon-10G. 4. THIS IS THE IMPORTANT PART FOR iOS: Once you connect, tap on the wifi connection again and make sure to disable “Limit IP Address Tracking”. Mine took a couple of tries to get it to stick. Make sure this is disabled before you go back to the Alexa app. 5. Go back to the Alexa app. The device should finish setup. At least in my case, the app said the device was ready, but I could still see the orange light moving. I just gave it a few minutes and it connected.
Wont work. I tried all the troubleshooting. Wouldnt work. I Accidentally pressed set up “Tap” and it worked first time. No Issues. Seems like they are trying to force people to upgrade when they don’t need to.