More than a decade after exiting the smartphone market, Amazon is reportedly working on a new device aimed at redefining the mobile experience. The project, internally called “Transformer,” is being developed within the company’s devices and services division, though its launch timeline remains uncertain.
The upcoming smartphone is expected to focus on deep integration with Alexa, positioning it as a central hub for accessing Amazon’s ecosystem. Users may be able to seamlessly shop, stream content on Prime Video, listen to Prime Music, and order food through partners like Grubhub within a unified interface.
A major highlight of the project is its focus on artificial intelligence to deliver a more personalised user experience. The report suggests that the device could reduce dependence on traditional app stores by enabling users to interact directly with services, without the need to download multiple applications. While Alexa will play a key role, it is not expected to function as the primary operating system.
The initiative is also aligned with the long-term vision of Jeff Bezos, who has emphasised the idea of a voice-first computing assistant that remains accessible throughout the day.
Amazon had previously launched the Fire Phone in 2014, an attempt to integrate its services into a smartphone ecosystem. However, the device failed to gain market traction and was discontinued within 1 year.
The new “Transformer” project marks Amazon’s renewed effort to enter the smartphone space, this time with a stronger emphasis on AI-led personalisation and ecosystem-driven experiences. However, the project could still be shelved depending on strategic and financial considerations.
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