March 23, 2026, 8:11 am | Read time: 2 minutes
The Fire Phone from 2014 is considered one of the biggest failures in smartphone history. Since then, Amazon has focused almost exclusively on smart home devices. Now there are indications of a second attempt.
According to a report, Amazon is internally working on a project to better integrate its voice assistant Alexa into everyday mobile life. The goal is apparently a closer connection between smartphones and the smart home ecosystem.
New Smartphone Project at Amazon
The project is internally called “Transformer” and is being developed by the company’s device division. According to Reuters, the device is intended to serve as a mobile interface for Alexa and make using the voice assistant easier on the go.
Amazon has reportedly explored various approaches for a new device. In addition to a traditional smartphone, a so-called “dumbphone” was also discussed. These devices focus on basic functions and aim to reduce distractions. They are increasingly used as secondary devices.
Specific details about price, features, or investment volume are not yet known. The project is still in an early phase. Whether and when a finished product will appear is uncertain.
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Looking Back at the Fire Phone
With the Fire Phone, Amazon originally aimed to simplify access to its online store. A central feature was Firefly, which allowed users to capture objects with the camera and search for them directly on Amazon.
However, the device could not establish itself in the market. A relatively high price and unconvincing technical features hindered its competitiveness against other smartphones. Additionally, the lack of access to the Google Play Store significantly limited the selection of apps.
These factors led to the Fire Phone’s inability to succeed, and Amazon initially put its smartphone ambitions on hold.
Focus on Artificial Intelligence
Artificial intelligence could play a central role in the new project. According to the report, Amazon plans to deeply integrate relevant functions into the system. In the U.S., the company has already introduced Alexa+, an advanced version of its voice assistant.
Greater use of AI could change traditional app structures. Some manufacturers already enable the creation of simple applications using generative AI. This approach could also be central to the Amazon device, significantly simplifying usage.