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Amazon plans smartphone comeback more than a decade after Fire Phone flop

Amazon's Transformer phone aims to integrate AI and Alexa for seamless shopping and media, targeting 15% of global handset sales with a feature phone option, analysts said.

  • Amazon is developing a new smartphone called 'Transformer' as a potential mobile personalization device that can sync with Alexa and serve as a conduit to Amazon customers throughout the day.
  • The Transformer project aims to integrate artificial intelligence capabilities into the device, potentially eliminating the need for traditional app stores.
  • Amazon's previous smartphone effort, the Fire Phone overseen by Jeff Bezos, was scrapped in barely over a year after its launch, one of Amazon's highest-profile flops.
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RPT-Top alert-exclusive-Amazon developing new mobile phone, its first since 2014's Fire Phone, sources say ...

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Reuters broke the news in United Kingdom on Friday, March 20, 2026.
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