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Amazon working on new smartphone with Alexa at its core, report says

The device is being developed by the company's Devices and Services division, and it would feature personalized features aimed at making it easier to use Amazon's suite of apps, including Amazon shopping, Prime Video, and Prime Music, according to Reuters.

By TechCrunch

• March 20, 2026 at 2:51 PM

Amazon working on new smartphone with Alexa at its core, report says Photo: TechCrunch

Looks like Amazon’s getting back into the smartphone game.

More than 11 years after the e-commerce giant pulled the plug on its failed first effort, the Fire Phone , the company is now developing a new smartphone codenamed “Transformer,” Reuters reported , citing anonymous sources.

The device is being developed by the company’s Devices and Services division, and it would feature personalized features that would make it easier to use Amazon’s suite of apps, including Amazon Shopping, Prime Video, and Prime Music, the report said.

The smartphone is said to be developed by a relatively new unit within the Devices division called ZeroOne , which is led by J Allard, a former Microsoft executive who helped create the Xbox.

The news comes as Amazon has been going all-in on AI, investing $50 billion into OpenAI recently , and projecting $200 billion in capital expenditures toward its AI, chips, and robotics efforts in 2026.

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