Amazon apparently wants to try its hand at a smartphone again
E-commerce giant Amazon apparently has plans for its own smartphone again. A first model over a decade ago flopped.
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Amazon apparently wants to try its hand at the smartphone market again. Particularly simple use of Amazon services should enable the device to compete with Apple, Samsung, and co. It would not be Amazon's first attempt of this kind: in 2014, the company already launched the Amazon Fire Phone, and it flopped massively.
The news agency Reuters reports on the new plans, citing four people familiar with the matter. According to the report, the project is to be codenamed Transformer. Little is known so far about how the device is supposed to differentiate itself from other smartphones. It should be able to synchronize with Amazon's Home Assistant Alexa on the go. Furthermore, the use of Amazon services such as Prime Video, Prime Music or partner services such as Grubhub, a US food delivery service, should be particularly easy – in addition, the focus should be on AI functions. Details on the sales price, features, release date or Amazon's development budget are not known. The device is still under development.
New Amazon Smartphone for More AI Use
Exclusive cloud and AI functionalities would certainly be a way for Amazon to set itself apart from smartphone competition. According to Reuters sources, Amazon Alexa is seen internally as a great hope for the future after its AI-friendly overhaul. The planned smartphone is now another attempt to encourage customers to use more AI.
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Amazon's debut in the smartphone market was over a decade ago and was anything but rosy: in July 2014, sales of the Fire Phone began in the USA, and in Germany in September. Among its special features was a 3D display. However, the Fire Phone struggled with low sales, dissatisfied customers and poor reviews. Just one year later, sales ended in the USA, and even earlier in Germany. Amazon itself admitted at the time that the product was a flop.
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