More than a decade after the failure of its Fire Phone, Amazon is reportedly working on a new smartphone project, signaling a renewed push into the competitive mobile market.
The initiative, internally codenamed “Transformer,” is being developed within Amazon’s devices and services division. The upcoming device is expected to focus heavily on artificial intelligence and personalization, aiming to integrate seamlessly with the company’s voice assistant, Alexa.
Amazon’s earlier attempt—the Fire Phone launched in 2014 under founder Jeff Bezos—failed to gain traction and was discontinued within 14 months. The device struggled due to limited app availability, high pricing, and underwhelming features compared to rivals.
This time, Amazon appears to be taking a different approach. The new smartphone is envisioned as a hub for its ecosystem, allowing users to shop, stream content, and access services like Prime Video and music more efficiently. Reports suggest the device could minimize reliance on traditional app stores by using AI-driven interfaces.
The project is being led by a specialized team known as ZeroOne, headed by former Microsoft executive J Allard. The group has been tasked with developing “breakthrough” consumer devices as Amazon looks to strengthen its hardware portfolio.
However, the road ahead remains challenging. The global smartphone market is dominated by Apple and Samsung, which together account for a significant share of worldwide sales. Additionally, the industry is facing declining shipments and rising production costs.
Analysts note that while Amazon has a strong ecosystem spanning e-commerce, cloud computing, and AI, it will need a compelling value proposition to convince users to switch from established platforms.
The timeline, pricing, and final features of the Transformer device remain unclear, and sources caution that the project could still be shelved depending on strategic or financial considerations.
If successful, the move could mark Amazon’s return to smartphones with a sharper focus on AI-driven experiences and deeper integration across its services.
