Amazon wants to give another shot to the gadget that is widely considered as the company’s ‘biggest flop’

Amazon is reportedly working on a new smartphone project. According to a Reuters report, this new project is internally called “Transformer,” as it revisits its earlier attempt in the category following the Fire Phone’s discontinuation in 2015. The report cited people familiar with the matter to say that the device is being developed within the company’s devices and services unit and is expected to function as a personalised mobile hub, closely integrated with its voice assistant, Alexa.

The effort expresses a renewed push tied to Amazon founder Jeff Bezos’ long-standing vision of a voice-driven computing ecosystem, similar to concepts seen in science fiction such as “Star Trek.”