More than ten years after the failure of its 'Fire Phone', Amazon is not giving up on the smartphone market. According to reports from Reuters, the tech giant is preparing to release a new device called 'Transformer', which will be heavily centered on enhancing the purchasing experience and will be synchronized with its voice assistant, Alexa. The company aims to leverage artificial intelligence to provide an upgraded user experience compared to previous attempts in the market.

The 'Transformer' smartphone is expected to include new personalization features that will make it easier for users to access the wide range of services offered by Amazon, such as online shopping, streaming via Prime Video and Prime Music, and food delivery through partnerships with brands like Grubhub. The device is particularly aimed at Prime subscribers, who may benefit from exclusive offers or integrations that enhance their overall Amazon experience, giving them access to a tailored ecosystem of services right from their phone.

This move reflects Amazon's ongoing strategy to blend its e-commerce and technology sectors, positioning the smartphone not just as a communication device but as a portal to its vast array of products and services. By integrating AI and Alexa into the smartphone experience, Amazon hopes to carve out a niche in a competitive market and offer consumers something distinct that integrates seamlessly with its existing platforms, all while capitalizing on the growing trend of AI in consumer electronics.