If the Fire Phone returns, Amazon can't ignore its biggest weakness

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ZDNET's key takeaways

Amazon is reportedly developing a new Fire Phone.

The previous model had several issues, including an inferior app store experience.

Under new supervision (and with more experience), Amazon can do better this time.

Well, I don't know about you, but I certainly didn't have "new Amazon smartphone" on my 2026 bingo card. As it turns out, according to Reuters, the retailer may be developing a new smartphone, internally known as "Transformer."

Those familiar with the industry will instantly draw parallels to Amazon's previous smartphone effort, the Fire Phone from 2014. Appropriately, that phone ended up as part of a fire sale about a year later.

Now, in 2026, with no fewer than five phone brands in the US -- Apple, Samsung, Google, Motorola, and OnePlus -- Amazon faces a lot of competition. In fairness, it also has two fewer platforms to compete against. In 2014, Windows Phone and BlackBerry were still very much part of the smartphone conversation; these days, not so much.

The AppStore problem

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