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Amazon is reportedly growing a brand new smartphone greater than a decade after scrapping its Fireplace Cellphone, with plans for an AI-driven machine built-in with Alexa and its broader companies ecosystem.
The tech large’s new effort is named “Transformer” and is being developed inside the firm’s units and companies unit, based on Reuters, citing 4 folks acquainted with the undertaking.
The outlet mentioned the brand new telephone may very well be a cell personalization machine capable of sync with the voice assistant platform Alexa.
Particulars concerning the anticipated worth of the telephone, together with Amazon’s monetary dedication to the undertaking and income projections, weren’t instantly clear.
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The Amazon brand is displayed on the façade of Amazon Germany’s headquarters in Parkstadt Schwabing, Munich, Bavaria, Jan. 27, 2026. (Matthias Balk/image alliance through Getty Photographs / Getty Photographs)
Sources instructed Reuters the undertaking’s timeline can be unclear, noting it may nonetheless be scrapped.
An Amazon spokesperson declined to remark to Reuters. Fox Enterprise has reached out to Amazon for remark.
Amazon launched the Fireplace Cellphone in 2014, packaging the product with a free yr of Amazon Prime.
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Amazon is reportedly growing a brand new AI-driven smartphone built-in with Alexa, marking a possible return to the extremely aggressive cell market. (fizkes/iStock/Getty Photographs Plus / Getty Photographs)
Whereas the smartphone was launched with plenty of hype, it obtained combined evaluations with complaints starting from a lackluster working system to its excessive worth, which was initially $649.
The corporate canceled the smartphone after simply 14 months, taking a $170 million cost for unsold stock, Reuters reported.
Apple and Samsung collectively commanded about 40% of world smartphone gross sales final yr, based on Counterpoint Analysis, a market Amazon would now be reentering with its reported new machine.
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The brand of Amazon’s Alexa+ is displayed on a display screen throughout an Amazon Gadgets launch occasion in New York Metropolis Feb. 26, 2025. (Reuters/Brendan McDermid / Reuters)
Based on Reuters, the brand new smartphone would come with personalization options that may permit customers to simply entry Amazon.com, Prime Video and meals supply apps like Grubhub.
The undertaking is targeted on integrating synthetic intelligence into the machine, which may remove the necessity for conventional app shops, the outlet added.
Reuters contributed to this report.
