Amazon Is Building a New Smartphone Called 'Transformer'
Amazon's ZeroOne team is working on a phone deeply integrated with Alexa, marking its return to smartphones.
Amazon is taking another swing at the smartphone market. According to Reuters, the company's ZeroOne team is developing a device codenamed "Transformer" that will sync tightly with its Alexa voice assistant.
If it ships, Transformer would be Amazon's first phone since the Fire Phone, which launched back in 2014 as a bid to compete with Apple and Samsung. That device marked Amazon's initial — and so far only — attempt at building a smartphone.
Details remain thin. Sources point to the ZeroOne team as the group behind the effort, but specifics on hardware specs, pricing, or a launch timeline haven't surfaced yet.
The Alexa integration angle suggests Amazon sees the phone as an extension of its voice-first ecosystem rather than a pure hardware play. Whether that's enough to carve out space in a brutally competitive market remains to be seen.