Amazon is reportedly planning to re-enter the smartphone market more than 10 years after its last attempt. According to a  report, the mysterious phone is internally codenamed “Transformer” and is being developed by the company’s devices and services unit.

There isn’t a whole lot to go on right now, but it probably won’t surprise many to learn that the phone will likely lean heavily on AI. According to Reuters’ sources, functionality would be a core part of the experience, but Amazon wouldn’t necessarily build a custom OS around its voice assistant. The phone would make buying products on Amazon and using services like Prime Music and Prime Video “easier than ever,” and may bypass traditional app stores.

Reuters reports that the Transformer project is being led by the recently established ZeroOne, an Amazon devices unit headed up by ex-Microsoft executive and Xbox co-founder J Allard, who was also one of the creators of Zune. Allard joined Amazon last year to lead a “a special projects team dedicated to inventing breakthrough consumer product categories.”

The development team has reportedly considered launching both a traditional smartphone and a so-called “dumbphone,” which would presumably strip away anything that needlessly distracted you from the Amazon empire. Reuters’ anonymous sources suggest the latter could help combat screen addiction by offering fewer features.

ZeroOne is apparently inspired by the ultra-minimalist , suggesting that Amazon might be reluctant to take on the flagship devices of Apple and Samsung. The report adds that the Transformer phone could even be positioned as a secondary handset.

This, of course, would not be Amazon’s first crack at the smartphone business. The company launched the Fire Phone in 2014, an ambitious and interesting device that ultimately to tempt people away from the more established smartphone ecosystems. It’s widely remembered as perhaps the company’s biggest hardware misstep.

With analysts an unprecedented decline in the smartphone market in 2026, now seems like a risky time for Amazon to try again, and Reuters was unable to determine exactly how much the company has committed to the Transformer project. Sources also wouldn’t rule out it being scrapped altogether if the company’s priorities suddenly shifted.