Amazon phone making a comeback over a decade after failure

Amazon is launching a new phone for the first time in over a decade. This information comes from a Reuters report citing four sources familiar with the matter.

The new device, internally known as “Transformer,” aims to be a “mobile personalization device” that syncs with Amazon’s smart assistant, Alexa.

According to the report, the goal is to make it easier to interact with various Amazon services, including shopping on Amazon, watching Prime Video, or listening to Prime Music.

AI would play a central role, although Alexa may not be the “primary operating system” of the phone. This suggests that Amazon might depend on another company’s AI to operate the device.

If this sounds familiar, you might think of Amazon’s Fire Phone, released in 2014 and discontinued roughly a year later. While the Fire Phone was a major flop for Amazon, the situation is quite different now.

The Fire Phone’s main feature was a pseudo-3D user interface, and AI technology wasn’t nearly as advanced as it is today.

According to the report, the new Amazon phone is still in the early process, and it is anticipated that the mobile will be completely assembled by Amazon. The launch date, phone price, and anticipated revenue from Amazon are currently unknown.