Amazon is developing a new smartphone codenamed Transformer, focusing on AI and Alexa integration. It aims to offer personalized services and transform app usage.
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Amazon appears poised to re-enter the smartphone market more than a decade after the failure of its Fire Phone. According to sources, the company is developing a new device codenamed Transformer, designed to integrate into Amazon's service ecosystem.
Details about the project are scarce, but the focus is expected to be on artificial intelligence and the Alexa voice assistant. The smartphone could serve as a kind of personal assistant, deeply integrated with company services from Prime Video to online shopping, offering users personalized recommendations and discounts.
Insiders also suggest the device might rethink the conventional app usage model. Specifically, there is active discussion about AI functions partially replacing traditional apps and even reducing the role of standard software stores, making interactions more conversational.
However, launching such a device comes at a challenging time: the smartphone market is projected to shrink in 2026, casting uncertainty over the project's prospects. Given the unsuccessful Fire Phone experience, Amazon's new move seems risky but potentially transformative for mobile device approaches.