Amazon is getting back into the phone business after a long break. More than ten years have passed since the original Fire Phone failed to catch on with buyers. Now, reports indicate the retail giant is developing a brand new device built entirely around its Alexa artificial intelligence.
The goal is to compete directly with Apple and offer a fresh alternative for mobile users. This move shows Amazon still wants a place in your pocket, not just your living room.
It’ll be Amazon’s second try at making phones
The first Fire Phone launched back in 2014 and struggled to find an audience. It lacked popular apps and had hardware gimmicks that most people did not actually want. Amazon ended up taking a massive financial hit and stopped making phones entirely. This time around, the strategy looks very different.
Instead of focusing on weird 3D screens, the company wants to make voice commands and smart software the main selling point.
The e-commerce giant is putting artificial intelligence first
This upcoming device will put Alexa front and center. By heavily integrating its own artificial intelligence, Amazon hopes to give users a real reason to switch from iOS or Android. You will likely be able to control most of the phone simply by talking to it.
While Apple is pushing its own smart features on the iPhone, Amazon thinks its deep history with home assistants will give it an edge. We do not know the exact release date or price yet, but the project is definitely in the works.
