Amazon is reportedly returning to the smartphone market with them developing a new phone codenamed “Transformer”. According to Reuters, the Transformers project is being handled by Amazon’s devices unit and has never been revealed before. The last time they offered a smartphone was the Fire Phone in 2014 which was not well received.
This phone is expected to be a mobile device that is closely connected to Alexa. AI integration allows for use without relying on traditional applications. The Transformer’s goal is to make purchasing products and services from Amazon, Prime Video, Prime Music, and Grubhub more seamless.
Transformer is led by the ZeroOne group, founded a year ago and led by J Allard, a former Microsoft executive involved in the development of the Zune and Xbox. There is no information on pricing, revenue targets, or financial commitments at this time. Its launch could be challenging due to the component shortage crisis that has hit the smartphone industry this year.
