Amazon is re-entering the smartphone market, planning to introduce a new device more than ten years after the Fire Phone’s unsuccessful launch in 2014.
The upcoming smartphone, referred to internally as ‘Transformer,’ is being developed by the company’s devices and services team, according to a Reuters report.
Over the past decade, the smartphone landscape has significantly evolved: devices have gained advanced features, and competition has intensified with several new entrants joining established players like Samsung and Apple. It will also face competition from brands such as Xiaomi, Transsion, and vivo, which rank among the top five global smartphone manufacturers, based on Q3 2025 data.
This new phone aims to leverage artificial intelligence (AI), which has become a crucial aspect of modern smartphones, potentially eliminating the need for conventional app stores.
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The device is reportedly being tailored for shopping convenience, planning to include shipping benefits and discounts for Prime members. It will also be compatible with the home voice assistant, Alexa.
According to sources, the project seeks to fulfill Amazon CEO Jeff Bezos’ vision of a voice-controlled assistant reminiscent of the computer from the sci-fi series Star Trek.
Nonetheless, it remains uncertain when the phone will actually be released, or if it will launch at all, as financial factors or strategic misalignment could lead to its cancellation.
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(Edited by : Shoma Bhattacharjee)
