Amazon is gearing up for a return to the smartphone market, more than 10 years after the disastrous launch of its Fire Phone. The project, internally codenamed “Transformer,” is being developed within the company’s devices and services unit according to the Reuters.
The new device aims to integrate advanced AI features, with deep ties to Alexa for voice-driven services such as shopping, streaming, and access to Prime ecosystem perks. It is designed to serve as a daily hub, potentially minimizing dependence on traditional app stores through generative AI capabilities.
Reports indicate Amazon is considering both full-featured smartphones and simpler “dumbphone” options to appeal to users concerned about excessive screen time. This approach seeks to position the product against leaders like Apple, Samsung, and Google by leveraging Amazon’s own AI models and services.
The original Fire Phone, released in 2014, failed due to its Fire OS, which lacked key Google services including Maps and the Play Store, severely limiting app compatibility. That misstep led Amazon to largely abandon hardware ambitions in the category.
While no launch timeline or pricing details have been disclosed, a prototype could debut at Amazon’s hardware event later this year. However, the initiative remains in early stages and could be shelved amid a softening global smartphone market and the company’s history of hardware challenges.
Read Article: Huawei Unveils Atlas 350 AI Accelerator With Nearly Triple Nvidia’s H20 Performance
