According to a report on Friday, March 20, citing individuals familiar with the matter, Amazon.com is developing a smartphone that integrates artificial intelligence capabilities and can synchronize with the company's voice assistant, Alexa.

Internally codenamed "Transformer," the project is being developed by Amazon's Devices and Services division and is positioned as a highly personalized mobile device. The core concept of the phone is to simplify user operations through AI technology, potentially allowing functionality without the need for a traditional app store. The aim is to provide users with easier access to services such as Amazon shopping, Prime Video, and Grubhub.

Sources indicate that Alexa will be a central feature of the device but may not necessarily serve as the primary operating system. This initiative is part of the long-term vision of Amazon founder Jeff Bezos to create a device resembling the "ubiquitous voice assistant" seen in Star Trek.

The project is under the responsibility of a newly formed "ZeroOne" innovation team within Amazon's device division, led by former Microsoft executive J Allard. The development team is currently evaluating two product directions: one is a traditional smartphone form factor, and the other is a minimalist feature phone inspired by the Light Phone, which could serve as a secondary device for users.

Amazon previously launched the Fire Phone in 2014. However, due to a lack of mainstream applications and battery-intensive 3D features, the product was discontinued after just 14 months, resulting in a $170 million inventory write-down. As Amazon re-enters the smartphone market, it faces a competitive landscape where Apple and Samsung collectively hold approximately 40% of the global market share. Furthermore, global smartphone shipments are projected to decline by 13% by 2026.

At present, key details such as the device's pricing, funding allocation, and release timeline have not been finalized. Sources mentioned that the project could still be shelved if the company's strategy shifts or financial pressures increase. A spokesperson for Amazon declined to comment on the matter.