Amazon launched its first smartphone, the Amazon Fire Phone, in 2014, but halted production of the handset within just a year. Now, reports suggest that the e-commerce giant is working on a new smartphone. This upcoming device could integrate with Amazon's voice assistant, Alexa, and keep users connected to Amazon's ecosystem. According to available information, the device will feature built-in Artificial Intelligence (AI) capabilities, with Alexa expected to play a pivotal role. It is reported that this project is being spearheaded by a year-old group within Amazon's devices unit, known as "ZeroOne." This new handset draws inspiration from the minimalist "Light Phone."

**After the Fire Phone, Amazon May Launch an AI-Enabled Smartphone**

Citing four anonymous sources, Reuters has reported that Amazon is working on a new smartphone, which is being developed internally under a project codenamed "Transformer." The company's Devices and Services unit is leading this initiative, which is envisioned as a personalized mobile device capable of syncing with Alexa. This voice assistant would serve as a constant touchpoint between Amazon and its users throughout the day.

According to reports, the "Transformer" project is part of a long-standing vision held by Jeff Bezos. Under this vision, he sought to create an "ubiquitous, voice-driven computing assistant"—one akin to the voice-controlled computers depicted in the science fiction series *Star Trek*. It is said that Bezos envisioned a smartphone with a primary focus on shopping—a device that could compete with Apple by offering benefits such as expedited shipping and discounts through Amazon Prime memberships.

Currently, there is no clear information regarding the pricing or launch timeline for the "Transformer" project. The report notes that the project could potentially be shelved midway—either due to shifts in the company's strategic direction or for financial reasons. It is reported that Amazon's "Transformer" project is being spearheaded by a new team within Amazon's devices division, named "ZeroOne." This group is under the leadership of former Microsoft executive J Allard, who previously worked on products such as the Zune and Xbox. It is said that the Light Phone—known for its minimalist design and basic features—serves as the inspiration for this new Amazon device.

This rumored Amazon smartphone is expected to place a strong emphasis on personalization. Through this device, users will be able to shop on Amazon with ease and stream content on Prime Video. Additionally, users will have instant access to Prime Music and the ability to order food via Grubhub. Several advanced AI features may be integrated into this project, potentially eliminating the need for traditional app stores—a necessity with conventional devices, which require users to download and register for individual applications.

It is anticipated that Amazon's voice assistant, Alexa, will play a pivotal role in this device. The Amazon Fire Phone was launched in June 2014 with a price tag of $649 (approximately ₹60,000). After struggling to gain traction in the market, Amazon discontinued sales of the model in September 2015.

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