Speculation is mounting that Amazon is preparing to re-enter the smartphone market. According to a report from Reuters earlier this year, a device codenamed Transformer is currently under development, with the experience centered around Amazon’s enhanced Alexa+ artificial intelligence assistant.
These rumors gained new weight following Amazon’s announcement on Thursday regarding a comprehensive rebranding of its tablet lineup. The company is discontinuing its budget-friendly Fire Tablets and replacing them with premium Alexa Tablets. These new devices run on Android and provide access to the Google Play Store, representing a significant shift in strategy.
The integration of Alexa+ on these new tablets offers a glimpse into what a potential Amazon phone might look like. A permanent “Ask Alexa” widget is positioned on the home screen, allowing users to summon the assistant by voice or touch. More importantly, Alexa+ now includes “On-Screen Intelligence,” a feature comparable to Google’s Gemini on Android or Apple’s Siri on iPhones.
When users opt in, this AI capability allows Alexa to view the content on the screen and provide contextual answers. For instance, while watching a YouTube video reviewing a product, a user could ask Alexa if the item is available on Amazon and have it added directly to their shopping cart.
This seamless blend of commerce and AI assistance on the new tablets suggests that if the rumored Transformer device becomes a reality, it will likely prioritize similar integrated shopping experiences powered by Amazon’s advanced voice AI.
Added to cart without leaving the video? That is actually genius. Sign me up for the tablet launch.
On-screen intelligence sounds cool until you realize how much screen data Alexa is now watching. Privacy concerns?
Finally, Amazon gets that Android support was missing. Hope the phone brings this practical AI integration too.