Amazon is reportedly developing a new smartphone more than a decade after discontinuing its Fire Phone, according to a Reuters report. The device, currently code-named "Transformer," is being developed with a focus on Amazon's Alexa voice assistant.

The Fire Phone, launched in 2014, was considered a commercial failure and was discontinued after poor sales. Amazon took a $170 million writedown on unsold inventory and eventually exited the smartphone market.

According to the Reuters report, while the new device will center around Alexa functionality, the voice assistant will not necessarily serve as the phone's primary operating system. The project is currently in development within Amazon's hardware division.

The smartphone market has evolved significantly since Amazon's previous attempt, with voice assistants and AI integration becoming more common across mobile devices. Major manufacturers like Apple, Google, and Samsung have increasingly integrated their respective AI assistants into their smartphone offerings.

Amazon has continued to develop hardware products since the Fire Phone's failure, including Echo smart speakers, Fire tablets, and other Alexa-enabled devices. The company has not officially confirmed the smartphone project or provided details about potential launch timing.