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Amazon is reportedly growing a brand new smartphone greater than a decade after scrapping its Hearth Cellphone, with plans for an AI-driven system built-in with Alexa and its broader providers ecosystem.
The tech large’s new effort is named “Transformer” and is being developed inside the firm’s gadgets and providers unit, in response to Reuters, citing 4 folks accustomed to the venture.
The outlet stated the brand new cellphone could possibly be a cellular personalization system in a position to sync with the voice assistant platform Alexa.
Particulars in regards to the anticipated value of the cellphone, together with Amazon’s monetary dedication to the venture and income projections, weren’t instantly clear.
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The Amazon brand is displayed on the façade of Amazon Germany’s headquarters in Parkstadt Schwabing, Munich, Bavaria, Jan. 27, 2026. (Matthias Balk/image alliance through Getty Pictures / Getty Pictures)
Sources informed Reuters the venture’s timeline can be unclear, noting it might nonetheless be scrapped.
An Amazon spokesperson declined to remark to Reuters. Fox Enterprise has reached out to Amazon for remark.
Amazon launched the Hearth Cellphone in 2014, packaging the product with a free 12 months of Amazon Prime.
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Amazon is reportedly growing a brand new AI-driven smartphone built-in with Alexa, marking a possible return to the extremely aggressive cellular market. (fizkes/iStock/Getty Pictures Plus / Getty Pictures)
Whereas the smartphone was launched with numerous hype, it acquired combined opinions with complaints starting from a lackluster working system to its excessive value, which was initially $649.
The corporate canceled the smartphone after simply 14 months, taking a $170 million cost for unsold stock, Reuters reported.
Apple and Samsung collectively commanded about 40% of world smartphone gross sales final 12 months, in response to Counterpoint Analysis, a market Amazon would now be reentering with its reported new system.
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The brand of Amazon’s Alexa+ is displayed on a display screen throughout an Amazon Units launch occasion in New York Metropolis Feb. 26, 2025. (Reuters/Brendan McDermid / Reuters)
In line with Reuters, the brand new smartphone would come with personalization options that may permit customers to simply entry Amazon.com, Prime Video and meals supply apps like Grubhub.
The venture is concentrated on integrating synthetic intelligence into the system, which might remove the necessity for conventional app shops, the outlet added.
Reuters contributed to this report.
