Amazon may return to smartphones with a new AI-powered device called Transformer.
The phone could focus on voice control with Alexa instead of regular apps.
Strong competition from Apple and Samsung may make the comeback difficult.
Amazon is once again preparing to re-enter the smartphone market, according to recent reports. The company is said to be developing a new device under the codename Transformer. This will not be its first attempt. Amazon had attempted to launch a phone back in 2014, but the phone failed due to the price factor and the number of applications available. Now, the company wants to release a phone that you can control using your voice. Over the past ten years, Amazon has moved its attention away from mobile phones and focused more on services and smart home devices. However, the company is now looking to re-enter the global smartphone market with proper planning.
SurveyAccording to reports, the new smartphone is expected to come with built-in Alexa support at its core. The idea is to create a device that relies more on voice commands than traditional app-based navigation. Users may be able to shop, stream content, and manage daily tasks using simple voice interactions. The phone could also connect smoothly with Amazon services like Prime Video, Amazon Music, and Kindle.
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The project is being led by a team called ZeroOne within Amazon’s devices division. This group is known for experimenting with new ideas. It is headed by J Allard, a former Microsoft executive. The team is said to be exploring two types of devices. One is a regular smartphone, while the other could be a simpler phone designed to reduce screen usage.
Artificial intelligence is expected to be a significant factor in how the device operates. This is because, instead of relying on app stores, the phone will be able to provide direct access to these applications. This will, therefore, help Amazon create a distinct identity in a market that is already saturated.
Amazon tried entering the smartphone market before with the Fire Phone, but it failed. One main reason was that it didn’t support popular apps like Google’s services, so not many people wanted to buy it. In the end, Amazon had to stop selling the phone and lost a lot of money. However, the timing may not be ideal for Amazon to launch its new device, as the smartphone market is growing slowly, and strong competitors like Apple and Samsung are still dominating the industry.
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Bhaskar Sharma
Bhaskar is a senior copy editor at Digit India, where he simplifies complex tech topics across iOS, Android, macOS, Windows, and emerging consumer tech. His work has appeared in iGeeksBlog, GuidingTech, and other publications, and he previously served as an assistant editor at TechBloat and TechReloaded. A B.Tech graduate and full-time tech writer, he is known for clear, practical guides and explainers. View Full Profile
