Amazon is reportedly developing a smartphone with Alexa built-in.

Amazon has reportedly launched a smartphone development project called 'Transformer' internally. The new smartphone is said to work with the voice assistant Alexa and provide a personalized experience for users.

Exclusive: Amazon plans smartphone comeback more than a decade after Fire Phone flop | Reuters

Amazon is making an Alexa phone | The Verge
https://www.theverge.com/tech/897915/amazon-transformer-alexa-phone

According to Reuters, which reported on the matter, the new smartphone will deliver an experience optimized for individual preferences, making experiences such as shopping on Amazon, watching Prime Video, and using Prime Music easier than ever before.

One of the key focuses of the 'Transformer' project is the integration of AI functionality into devices. This could potentially eliminate the need to download and register AI apps, as has been the case in the past.

This project is being led by ZeroOne, an internal Amazon organization led by J. Allard, who previously worked on the development of Zune and Xbox at Microsoft. Panos Panay, head of the devices division, is also working on improving profitability, and the company plans to launch its first Android-based tablet.

Allard's team is considering designs for both smartphones and 'feature phones,' including a model with fewer features in addition to a standard smartphone. This could also address the need to address screen dependency. The latter model is reportedly inspired by the 'Light Phone,' a mobile phone with a monochrome display and no app store.

'The Light Phone,' an ultra-compact mobile phone specializing solely in calling functions, aims to break free from smartphones - GIGAZINE

These devices are also intended to be used as 'secondary devices' in addition to existing iPhones and Galaxies. Experts point out that 'the use of multiple devices by users is seen among white-collar workers who want to avoid corporate surveillance and parents who want to limit their children's use of social media.'

Amazon launched its first smartphone, the 'Fire Phone,' in 2014, but discontinued it after just over a year.

Is Amazon's 'Fire Phone' really a failure? What I learned after trying it for about a week - GIGAZINE

Reuters reported that 'the Fire Phone suffered from a lack of essential apps on its proprietary 'Fire OS,' and the complex camera system for 3D display consumed a lot of power, causing the device to overheat. While a comeback is not impossible, it will require a strong reason to encourage consumers to switch, and its reliance on existing app stores is considered a major obstacle. Apple and Samsung hold approximately 40% of the smartphone market share, and with smartphone shipments projected to decline by 13% in 2026, the market environment is becoming increasingly challenging.'