Amazon is reportedly developing a new smartphone more than a decade after ditching its Fire Phone, with plans for an AI-powered device integrated with Alexa and its broader ecosystem of services.
THE tech giant The new effort is called “Transformer” and is being developed within the company’s devices and services unit, according to Reuters, citing four people familiar with the project.
The outlet said the new phone could be a mobile personalization device capable of syncing with the Alexa voice assistant platform.
Details on the phone’s expected price, as well as Amazon’s financial commitment to the project and revenue projections, were not immediately clear.
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The Amazon logo is displayed on the facade of the Amazon Germany headquarters in Parkstadt Schwabing, Munich, Bavaria, January 27, 2026. (Matthias Balk/photo alliance via Getty Images / Getty Images)
Sources told Reuters that the timeline for the project is also unclear, stressing that it could still be abandoned.
An Amazon spokesperson declined to comment to Reuters. Fox Business has contacted Amazon for comment.
Amazon introduced the Fire Phone in 2014, packaging the product with a free year of Amazon Prime.
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Amazon is reportedly developing a new AI-powered smartphone integrated with Alexa, marking a potential return to the highly competitive mobile market. (fizkes/iStock/Getty Images Plus / Getty Images)
Although the smartphone was launched with a lot of hype, it received mixed reviews with complaints ranging from a lackluster operating system to its high pricewhich was originally $649.
The company canceled the smartphone after just 14 months, taking a $170 million charge for unsold inventory, Reuters reported.
Apple and Samsung together accounted for about 40% of global smartphone sales last year, according to Counterpoint Research, a market that Amazon is now reportedly re-entering with its newly announced device.
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The logo for Amazon’s Alexa+ is displayed on a screen during an Amazon Devices launch event in New York on February 26, 2025. (Reuters/Brendan McDermid/Reuters)
According to Reuters, the new smartphone would include personalization features that would allow users to easily access Amazon.com, Prime Video and food delivery apps like Grubhub.
The project focuses on integrating artificial intelligence into the device, which could eliminate the need for traditional app stores, the outlet added.
Reuters contributed to this report.
