Amazon is launching a phone again

Amazon is launching a phone for the first time in over a decade.

This is according to a Reuters report, which cites four people familiar with the matter. The new phone is internally known as "Transformer," and the company wants to make it a "mobile personalization device" that syncs with Amazon's smart assistant Alexa.

The idea, according to the report, is for the phone to make interacting with various Amazon services easier. This includes buying from Amazon, watching Prime Video, or listening to Prime Music. Of course, AI would be in the middle of it all, though Alexa may not be the "primary operating system" of the phone. We're not quite sure what that means, but it seems to imply that Amazon might rely on another company's AI to run things on the phone.

If this sounds familiar, you might be thinking of Amazon's Fire Phone, which launched in 2014 and was pulled from the market roughly a year later.

While the Fire Phone has been a massive flop for Amazon, things are very different now. The Fire Phone's primary claim to fame was a pseudo 3D user interface, and artificial intelligence was nowhere near as smart as it is these days.

The report says that the new Amazon phone is still in early stages, and may be scrapped by Amazon entirely. The anticipated launch date, price of the phone, or the revenue Amazon hopes to generate selling the phone, are all unknowns at this point.