The phone is envisioned as an AI-driven mobile personalization device that syncs with Alexa and serves as a persistent connection to Amazon’s ecosystem, including shopping, Prime Video, Prime Music, and food delivery through partners like Grubhub, according to the report.

A key focus is integrating AI capabilities, potentially sidestepping or bypassing standard app marketplaces, according to the sources cited by Reuters.

Source: Report: Amazon is making another phone, this time for the AI era – GeekWire

Steelmanning, while everyone is focused on the AI data center and infrastructure race, Amazon thinks that consumer innovation especially with hardware can be an edge and their ability to slice more from the pie in an AI world.

However, realistically, unless Amazon can keep at this for a decade, they are not going to be able to convert enough people to change habit.