Amazon is reportedly planning to re-enter the smartphone market with a new device internally codenamed “Transformer.” The phone is expected to heavily feature AI, particularly Alexa functionality, making shopping on Amazon and using Prime services easier. The project is led by ZeroOne, a unit headed by J Allard, known for his work at Microsoft. The development team is considering both traditional and minimalist “dumbphone” options. This marks Amazon’s second attempt at a smartphone following the failure of the Fire Phone in 2014. Despite a decline in the smartphone market in 2026, Amazon is moving forward with the Transformer project, with uncertain commitment levels and potential for cancellation if priorities change.
Meta Data: {“keywords”:”Amazon, smartphone market, Transformer phone”}
