Amazon Launches Transformer Phone After 9 Years

Amazon’s New “Transformer” Phone to Boost Alexa Engagement

• Amazon is developing a new phone, codenamed “Transformer,” aimed at enhancing user interaction with its AI assistant, Amazon Alexa.
• The device is not intended to compete directly with Apple or Samsung but to serve as a personalized interface within Amazon’s service ecosystem.
• The project could result in a standard smartphone or a secondary “dumbphone” device, though specifics like price and launch date are not yet disclosed.
• Amazon’s upgraded assistant, Alexa+, launched in March 2025, has seen engagement rates two to three times higher than its predecessor.
• At CES 2026, Amazon introduced new AI-enhanced products like the Echo Dot Max and expanded Alexa+ integration into BMW vehicles.

Amazon’s “Transformer” phone project marks a strategic effort to re-enter the mobile market by leveraging its AI capabilities through Alexa+. This initiative follows the unsuccessful launch of the Fire Phone in 2014.