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Amazon is reportedly creating a brand new smartphone greater than a decade after scrapping its Fireplace Cellphone, with plans for an AI-driven gadget built-in with Alexa and its broader providers ecosystem.
The tech large’s new effort is named “Transformer” and is being developed inside the firm’s units and providers unit, in line with Reuters, citing 4 folks accustomed to the challenge.
The outlet stated the brand new telephone may very well be a cellular personalization gadget capable of sync with the voice assistant platform Alexa.
Particulars concerning the anticipated value of the telephone, together with Amazon’s monetary dedication to the challenge 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 by way of Getty Photos / Getty Photos)
Sources instructed Reuters the challenge’s timeline can also 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 12 months of Amazon Prime.
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Amazon is reportedly creating a brand new AI-driven smartphone built-in with Alexa, marking a possible return to the extremely aggressive cellular market. (fizkes/iStock/Getty Photos Plus / Getty Photos)
Whereas the smartphone was launched with loads of hype, it acquired blended evaluations with complaints starting from a lackluster working system to its excessive value, 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 12 months, in line with Counterpoint Analysis, a market Amazon would now be reentering with its reported new gadget.
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The emblem of Amazon’s Alexa+ is displayed on a display throughout an Amazon Gadgets launch occasion in New York Metropolis Feb. 26, 2025. (Reuters/Brendan McDermid / Reuters)
In keeping with Reuters, the brand new smartphone would come with personalization options that will enable customers to simply entry Amazon.com, Prime Video and meals supply apps like Grubhub.
The challenge is targeted on integrating synthetic intelligence into the gadget, which may eradicate the necessity for conventional app shops, the outlet added.
Reuters contributed to this report.
