Amazon is reportedly reviving the smartphone a decade after the Fire Phone explosion
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Amazon is reportedly developing a new smartphone more than a decade after ditching its Fire Phone, with plans for an AI-powered device integrated with Alexa and its wider ecosystem.
The tech giant’s new effort is called “Transformer” and is being developed within the company’s devices and services unit, according to Reuters, citing four people familiar with the project.
The store said the new phone could be a personal device that can sync with the Alexa voice assistant.
Details about the phone’s expected price, as well as Amazon’s financial commitment to the project and revenue projections, were not immediately clear.
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The Amazon logo is displayed on the facade of the Amazon Germany headquarters in Parkstadt Schwabing, Munich, Bavaria, Jan. 27, 2026. (Matthias Balk / photo alliance via Getty Images / Getty Images)
Sources told Reuters that the timeline for the project was also unclear, noting that it could still be scrapped.
An Amazon spokeswoman declined to comment to Reuters. Fox Business has reached out to Amazon for comment.
Amazon launched the Fire Phone in 2014, bundling the product with a free year of Amazon Prime.
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Amazon is reportedly developing a new AI-powered smartphone integrated with Alexa, marking a possible comeback in the highly competitive mobile market. (Fizkes/iStock/Getty Images Plus/Getty Images)
While the smartphone was launched with a lot of hype, it received mixed reviews and complaints ranging from the system not working properly to its high price, which was originally $649.
The company canceled the smartphone after only 14 months, taking a $170 million charge for unsold inventory, Reuters reported.
Apple and Samsung together accounted for nearly 40% of global smartphone sales last year, according to Counterpoint Research, a market Amazon will now re-enter with its reported new device.
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Amazon’s Alexa+ logo is shown on screen during the Amazon Devices launch event in New York City on Feb. 26, 2025. (Reuters/Brendan McDermid/Reuters)
According to Reuters, the new smartphone will include personalization features that will allow users to easily access Amazon.com, Prime Video and food delivery apps like Grubhub.
The project focuses on integrating artificial intelligence into the device, which could eliminate the need for traditional app stores, the store added.
Reuters contributed to this report.
