Amazon is developing a new smartphone, internally codenamed “Transformer,” that will heavily feature the company’s AI assistant, Alexa, more than a decade after its first attempt at a mobile device failed. The project, led by former Microsoft executive J Allard, is exploring both traditional smartphone and “dumbphone” designs, according to Reuters and The Verge.
The effort marks Amazon’s return to the smartphone market after the 2014 launch and subsequent discontinuation of the Fire Phone. Even as details remain scarce, sources indicate the new device will focus on integrating artificial intelligence capabilities and streamlining access to Amazon’s ecosystem of services, including Amazon Shopping, Prime Video, and Prime Music, as reported by Reuters.
According to The Verge, the “Transformer” project is housed within Amazon’s ZeroOne group, which Allard leads. Allard previously worked on the Zune and Xbox at Microsoft. The team has reportedly drawn inspiration from the minimalist Light Phone, a device known for its black-and-white display and lack of an app store. This suggests Amazon may be considering a departure from the feature-rich flagship models offered by Apple and Samsung.
The new phone may bypass traditional app stores, potentially relying on mini apps similar to those available in ChatGPT, Reuters reported. This approach could address a key challenge faced by the original Fire Phone, which struggled with app availability. Amazon is also reportedly developing an Android tablet, a shift from its current Fire OS-based tablets, according to CNET.
While Alexa will be central to the device, sources have clarified that it will not necessarily be the primary operating system. The focus is on leveraging AI to enhance the user experience and encourage greater engagement with Amazon’s services. Amazon recently revamped Alexa with generative AI capabilities, launching Alexa+ in February, offering expanded conversational tools and task management features.
Amazon’s renewed push into mobile devices comes amid significant investment in artificial intelligence. The company recently invested $50 billion in OpenAI and projects $200 billion in capital expenditures for AI, chips, and robotics through 2026, as reported by DiarioBitcoin. This broader strategy suggests the smartphone could serve as a key platform for distributing and promoting Amazon’s AI-powered tools.
Amazon declined to comment on the report. The timeline for release, potential pricing, and specific technical specifications of the “Transformer” phone remain unknown. The company’s previous foray into the smartphone market with the Fire Phone, while innovative, ultimately failed to gain traction with consumers, receiving a 6.9 out of 10 rating from CNET in 2014.
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