Reuters has reported that Amazon is developing a project referred to internally as “Transformer.” This initiative is taking shape within Amazon’s devices and services division. Sources reveal that “Transformer” is a mobile phone that may function as a “mobile personalization device capable of syncing with the home voice assistant Alexa and acting as a link to Amazon customers throughout their day.”
According to Reuters, this latest endeavor is a progression towards CEO Jeff Bezos’ ambition of a “pervasive voice-driven assistant.” Bezos is said to have imagined a smartphone centered around shopping. Given the anticipated aim of “Transformer” to integrate extensively with the Amazon ecosystem, it could very well embody the essence of the initial Fire Phone and Bezos’ objective of entering the smartphone arena. The question of whether Samsung or Google phones are superior may become secondary once Amazon re-enters the competition.