More than a decade after the failed Fire Phone, Amazon is reportedly working on a new smartphone codenamed Transformer. The device would emphasize AI features, Alexa integration, and easy access to Amazon services like shopping and Prime Video. The project remains in early stages with no confirmed release plans.
Amazon's Devices and Services unit is developing a smartphone internally called Transformer, according to a Reuters report citing four anonymous sources familiar with the matter. This marks the company's return to the smartphone market over ten years after it discontinued the Fire Phone in 2014 following poor sales after just one year. The new device aims to integrate deeply with Amazon's ecosystem, making it easier to shop on Amazon, order from partners like Grubhub, and stream Prime Video and Prime Music. AI is a key focus, potentially using it in place of traditional app stores, with inspiration drawn from the minimalist Light Phone. Sources indicate Alexa functionality would be central but not necessarily the primary operating system; references to the subscription-based Alexa+ suggest its involvement, though not explicitly confirmed for Transformer. The project, led by the ZeroOne team under former Microsoft executive J Allard—who co-founded Xbox and created Zune—has considered both a full smartphone and a 'dumbphone' to combat screen addiction, possibly as a secondary handset. Amazon has declined to comment on the report. Analysts express skepticism about success in a competitive market dominated by Apple and Samsung. Jessica Dolcourt, now VP at CNET Group, noted in 2014 that the Fire Phone required full commitment to Amazon's ecosystem and still fell short as a standalone device. Ben Wood of CCS Insight called Amazon's entry 'surprising,' citing investments in Alexa Plus under devices head Panos Panay. No details on cost, investment, or timeline were available, and the project could be cancelled due to finances or strategy shifts, especially amid a forecasted smartphone market decline in 2026.
