After more than ten years, Amazon intends to re-enter the smartphone market
Amazon released its first smartphone in 2014 with the intention of taking on Samsung and Apple. But in less than a year, the Fire Phone—which Jeff Bezos, the company’s creator, personally oversaw. Was phased out, making it one of Amazon’s most infamous missteps.
According to four people familiar with the situation, its devices and services unit is working on this most recent initiative. Which is internally referred to as «Transformer.»
According to the insiders, the phone is envisioned as a possible mobile personalization tool that can communicate with Amazon customers all day long and integrate with the Alexa home voice assistant.
In 2014, Amazon unveiled its first smartphone in hopes of competing with Apple and Samsung. However, the Fire Phone, overseen directly by its founder, Jeff Bezos, was discontinued in just over a year, becoming one of Amazon’s most notorious failures. This latest project, known internally as “Transformer,” is being developed within its devices and services unit, according to four people familiar with the matter.
The phone is envisioned as a potential mobile personalization device that can sync with the Alexa home voice assistant and serve as a channel of communication with Amazon customers throughout the day, the sources said.
