Amazon is working on a new smartphone, code-named “Transformer,” designed to enhance user interaction with its AI assistant, Alexa. Unlike traditional phones, the device will serve as a personalized interface to keep consumers engaged with Amazon’s ecosystem of services, potentially reducing reliance on traditional apps.
The project is led by a dedicated innovation team, though specifics such as price, timeline, and launch date are yet to be determined. The phone could take various forms, including a standard smartphone or a ‘dumbphone’ used as a secondary device.
Amazon’s upgraded AI assistant, Alexa+, launched in March 2025, has seen significant success with tens of millions of sign-ups and engagement rates two to three times higher than its predecessor. At CES 2026, Amazon showcased new AI-enhanced products, including the Echo Dot Max and Echo Studio, further integrating Alexa+ into everyday life.
The Transformer project marks Amazon’s return to the smartphone market following the failure of the Fire Phone in 2014, which saw fewer than 35,000 units sold in its first two months. Despite a challenging market dominated by Apple and Samsung, Amazon remains committed to innovating in the mobile space.