Amazon is reportedly preparing to launch a new smartphone, marking its first entry into the market in over ten years, according to Reuters, citing four sources familiar with the matter.
The upcoming device internally named “Transformer,” is envisioned as a “mobile personalization device” designed to integrate closely with Amazon’s AI assistant, Alexa.
The goal is to streamline access to Amazon services, such as shopping, streaming Prime Video, and listening to Prime Music. While AI will play a central role, Alexa may not serve as the phone’s primary operating system, suggesting Amazon could rely on third-party AI technology to run the device.
This move draws parallels with Amazon’s Fire Phone, which launched in 2014 but was discontinued after roughly a year due to poor reception.
Unlike the Fire Phone, which featured a pseudo-3D interface and limited AI capabilities, the new device is expected to leverage the significant advances in AI technology achieved since then.
The phone is still in early development, with Amazon anticipated to handle full assembly. Details regarding pricing, official launch date, and revenue expectations have not yet been released.
