Amazon working on new smartphone with Alexa at its core, report says
Amazon is reportedly developing a new smartphone centered around Alexa, more than 10 years after its Fire Phone disaster. The device, codenamed "Transformer," is being built by Amazon's Devices and Services division. The phone would feature personalized integration with Amazon's apps including shopping, Prime Video, and Prime Music.
Amazon has learned from the Fire Phone's mistakes and now has a mature ecosystem of services to integrate. Alexa gives them a unique angle that could differentiate from iPhone and Android devices.
The smartphone market is brutally competitive and Amazon already failed spectacularly once. Most consumers are locked into iOS or Android ecosystems and won't switch for Alexa integration they can already get through apps.