More than a decade after its epic Fire Phone failure, Amazon is reportedly preparing to re-enter the smartphone market with a new AI-focused phone, as per a Reuters report. The project is internally codenamed 'Transformer' and is said to be in development within Amazon's devices and services unit, under a specialised team called ZeroOne, led by former Microsoft executive J Allard.
Amazon Phone ‘Transformer’ Project Marks AI-Focused Comeback
At the core of the Amazon Phone experience will likely be the company's in-house Alexa voice assistant, which could act as a constant interface across tasks like shopping, streaming and everyday queries.
The phone is said to be envisioned as a "mobile personalisation device" that keeps users connected to Amazon services like Prime Video and Music throughout the day.
One of the biggest shifts this time could be the reduced reliance on traditional app stores. Instead, Amazon is said to be exploring an AI-driven interface that may eliminate the need to download and manage apps altogether, potentially allowing users to complete tasks through voice commands and contextual AI interactions.
Interestingly, the company is also said to be experimenting with multiple form factors, including a standard smartphone and a more minimal "dumbphone"-style phone designed to curb screen addiction.
From the sound of it, Amazon could be drawing inspiration from minimalistic devices like the Light Phone, designing it as a secondary device rather than a primary smartphone.
Besides, Amazon's approach mirrors a broader industry trend, with players like Google increasingly focusing on AI-driven smartphone experiences.
That said, the Amazon Phone 'Transformer' project is still in development and key details such as pricing, specifications, launch timeline and even final product direction remain unclear. So, take it all with a pinch of salt till the brand officially confirms its existence.
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