Amazon is reportedly working on a new smartphone project more than ten years after discontinuing its first attempt. Reuters reports that the device, internally called “Transformer,” is being developed within Amazon’s devices and services division. The focus is on creating a more personalized mobile experience closely integrated with Amazon’s ecosystem. The launch date is not yet known, and the project could be canceled depending on strategic or financial considerations.

The new device is being designed as a mobile hub centered around Alexa, aiming to unify multiple services into a single experience. It is expected to simplify activities like shopping on Amazon, streaming content via Prime Video, listening to Prime Music, and ordering food through partners such as Grubhub.

A major focus of the project is leveraging artificial intelligence for deeper personalization, potentially reducing reliance on traditional app stores. Users may be able to access services directly without installing multiple apps. While Alexa will be central to the experience, it may not function as the device’s primary operating system. The project aligns with Jeff Bezos’ long-standing vision of a voice-driven assistant accessible throughout the day.

Amazon first entered the smartphone market in 2014 with the Fire Phone, overseen by Bezos. It aimed to integrate shopping and Amazon services into the core experience but failed commercially and was discontinued within a year. The Transformer project represents Amazon’s renewed effort in the smartphone space, this time with a stronger emphasis on AI-driven personalization and deeper integration with its ecosystem.