Amazon is making an Alexa phone | The VergeSkip to main contentThe homepageThe VergeThe Verge logo.The VergeThe Verge logo.TechReviewsScienceEntertainmentAIPolicyHamburger Navigation ButtonThe homepageThe VergeThe Verge logo.Hamburger Navigation ButtonNavigation DrawerThe VergeThe Verge logo.Login / Sign UpcloseCloseSearchTechExpandAmazonAppleFacebookGoogleMicrosoftSamsungBusinessSee all techReviewsExpandSmart Home ReviewsPhone ReviewsTablet ReviewsHeadphone ReviewsSee all reviewsScienceExpandSpaceEnergyEnvironmentHealthSee all scienceEntertainmentExpandTV ShowsMoviesAudioSee all entertainmentAIExpandOpenAIAnthropicSee all AIPolicyExpandAntitrustPoliticsLawSecuritySee all policyGadgetsExpandLaptopsPhonesTVsHeadphonesSpeakersWearablesSee all gadgetsVerge ShoppingExpandBuying GuidesDealsGift GuidesSee all shoppingGamingExpandXboxPlayStationNintendoSee all gamingStreamingExpandDisneyHBONetflixYouTubeCreatorsSee all streamingTransportationExpandElectric CarsAutonomous CarsRide-sharingScootersSee all transportationFeaturesVerge VideoExpandTikTokYouTubeInstagramPodcastsExpandDecoderThe VergecastVersion HistoryNewslettersArchivesStoreVerge Product UpdatesSubscribeFacebookThreadsInstagramYoutubeRSSThe VergeThe Verge logo.Amazon is making an Alexa phoneComments DrawerCommentsLoading commentsGetting the conversation ready...TechCloseTechPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TechAICloseAIPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All AIGadgetsCloseGadgetsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All GadgetsAmazon is making an Alexa phoneCode-named ‘Transformer,’ the phone will reportedly center on Amazon’s AI assistant and take inspiration from the Light Phone.Code-named ‘Transformer,’ the phone will reportedly center on Amazon’s AI assistant and take inspiration from the Light Phone.by Stevie BonifieldCloseStevie BonifieldNews WriterPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Stevie BonifieldMar 20, 2026, 1:42 PM UTCLinkShareGiftImage: The VergeStevie BonifieldCloseStevie BonifieldPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Stevie Bonifield is a news writer covering all things consumer tech. Stevie started out at Laptop Mag writing news and reviews on hardware, gaming, and AI.Over 10 years after shelving the Fire Phone, Amazon is reportedly planning to launch another smartphone, this time focused on Alexa. According to Reuters, the phone, which is code-named “Transformer,” will center around Amazon’s AI assistant, but Alexa won’t “necessarily be the primary operating system of the phone.”“Transformer” is currently in development in Amazon’s ZeroOne group, led by J Allard, who previously worked on the Zune and Xbox at Microsoft. Allard’s team has reportedly explored both smartphone and “dumbphone” designs, taking inspiration from the $700 minimalist Light Phone, which features a black-and-white display and lacks an app store.RelatedThe tale of the Fire Phone, Amazon’s very strange smartphoneApp availability was a major challenge for the original Fire Phone, and something Amazon may try to avoid entirely this time around. According to people familiar with the new phone, “integrating artificial intelligence capabilities into the device” has been a central focus, which could mean “Transformer” may rely on mini apps like those available in ChatGPT, rather than a fully fledged app store.There is no timeline yet for when Amazon will release “Transformer,” if ever, or how much it could cost. The original Fire Phone launched at $199, but it failed to catch on and Amazon scrapped it a year after its release. Amazon has been pushing to keep up with its rivals in AI over recent years, which may be driving it to reignite its smartphone ambitions. However, it may still face an uphill battle winning over users on its revamped version of Alexa — users posted complaints online after getting automatically upgraded to the LLM-powered Alexa Plus earlier this year, saying it was “flooded with ads” and took longer to respond to queries.Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.Stevie BonifieldCloseStevie BonifieldNews WriterPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Stevie BonifieldAICloseAIPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All AIAmazonCloseAmazonPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All AmazonAmazon AlexaCloseAmazon AlexaPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All Amazon AlexaGadgetsCloseGadgetsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All GadgetsNewsCloseNewsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NewsPhonesClosePhonesPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All PhonesTechCloseTechPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TechMost PopularMost PopularBelkin’s wireless HDMI adapter freed me from a long annoying cable when I travelMarc Andreessen is a philosophical zombieValve’s huge SteamOS 3.8 update adds long-awaited features — and supports Steam MachineA rogue AI led to a serious security incident at MetaCasio’s new $600 calculator is a work of artThe Verge DailyA free daily digest of the news that matters most.Email (required)Sign UpBy submitting your email, you agree to our Terms and Privacy Notice. 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Amazon is reportedly planning to re-enter the smartphone market with a new device, codenamed “Transformer,” signaling a renewed strategic focus on artificial intelligence. The development, spearheaded by J Allard’s ZeroOne group, aligns with Amazon’s broader ambitions to dominate the AI landscape following recent advancements in large language models. Initial designs appear to draw inspiration from the Light Phone, a minimalist device emphasizing simplicity and privacy, and potentially explore “dumbphone” functionality. A key differentiator appears to be the integration of AI capabilities, suggesting the “Transformer” might rely on mini-apps like those found in ChatGPT rather than a traditional app store, a deliberate approach aimed at mitigating user complaints experienced with the recent rollout of the LLM-powered Alexa Plus service. This shift reflects a response to user feedback regarding excessive advertising and slow response times. While a timeline and price point remain unconfirmed, the project represents a significant investment, particularly considering the challenges faced during the initial launch of Amazon’s Fire Phone a decade prior. The company’s renewed interest in smartphones is tied to its broader efforts to advance AI, signaling an attempt to capitalize on the growing demand for AI-powered devices and services. Stevie Bonifield reports that this move is part of a larger strategy to maintain a competitive edge in the rapidly evolving technology sector, following several years of prioritizing other areas of its business.