Amazon is reportedly developing a new smartphone, a decade after the commercial failure of its first attempt, the Fire Phone. According to a report from Business Insider in late 2025, the project is being led by the Lab126 hardware division and is focused on integrating advanced artificial intelligence features. The device is said to be in an early prototype stage, with a potential release window in 2026.
The original Fire Phone, launched in 2014, was a high-profile failure for the tech giant. Overseen by founder Jeff Bezos, it featured a unique 3D interface but was criticized for its high price and lack of apps. Amazon discontinued the device after just over a year, taking a $170 million write-down on unsold inventory.
The reported new smartphone effort is part of Amazon's broader strategy to embed its AI assistant, Alexa, more deeply into consumers' daily lives. The company has not officially confirmed the project's existence. If launched, the phone would face a highly competitive market dominated by Apple and Samsung, which have also heavily invested in on-device AI capabilities.
