Amazon is reportedly exploring a return to the smartphone market more than a decade after the failure of its first device, the Fire Phone, which launched in 2014 under the leadership of Jeff Bezos. The device struggled to gain traction and was discontinued within a year, marking one of the company’s most high-profile product setbacks.
Amazon Considers Re-Entering Smartphone Market After Fire Phone Setback
According to a Reuters report, Amazon is now developing a new smartphone project codenamed “Transformer.” The device is being built within the company’s devices and services division and is envisioned as a highly personalized product that integrates closely with Alexa, acting as a constant digital companion for users throughout the day.
Initiative reflects Bezos’s long-standing ambition to create a voice-driven computing ecosystem, similar to the advanced assistants depicted in the Star Trek universe. The new smartphone is expected to place shopping at its core, leveraging Amazon’s ecosystem to compete with industry leaders like Apple and Samsung through enhanced convenience, faster delivery options, and exclusive benefits tied to Prime membership.
Project is reportedly led by a specialized team called ZeroOne, headed by J Allard, known for his work on products like the Zune music player and Xbox gaming console. The team has been tasked with developing “breakthrough” devices, and the smartphone remains in early stages of development.
Sources indicate that Amazon is experimenting with multiple concepts, including both a traditional smartphone and a simplified “dumbphone” designed to reduce screen addiction. The company has yet to engage with wireless carrier partners, suggesting that the product is still in a conceptual phase.
The “Transformer” device is expected to feature advanced artificial intelligence capabilities, potentially reducing reliance on traditional app stores by enabling more direct, voice-driven interactions. While Alexa will play a key role, it is not expected to function as the primary operating system.
Industry analysts believe Amazon’s extensive ecosystem—spanning e-commerce, cloud computing, digital content, and AI—could provide a competitive advantage. However, experts caution that the opportunity remains narrow, as major tech players continue to rapidly evolve in the same space.
Amazon has not issued an official statement regarding the project.
