📱 Amazon is preparing a new smartphone 10 years after the Fire Phone failure Amazon may return to the smartphone market — more than a decade after the unsuccessful launch of the Fire Phone. Inside the company, the project is reportedly being developed under the codename Transformer. Two device formats are being considered: a traditional smartphone and a simplified version with limited functionality, positioned as a way to reduce dependency on gadgets. The key focus is on integration with AI and the Alexa voice assistant. The device is expected to be deeply connected with the Amazon ecosystem — including shopping, Prime Video, Prime Music, and delivery services. For context, Amazon’s first smartphone launched in 2014 but failed to compete with Apple and Samsung. The main issues were lack of popular apps and poor battery life, leading to the project being shut down after just 14 months. 💡 This new attempt signals a different strategy: entering the market through AI and ecosystem integration, rather than hardware alone.