07:44 AM EDT, 03/20/2026 (MT Newswires) -- (Updates with Amazon's ( AMZN ) response in the fourth paragraph.)

Amazon.com ( AMZN ) is developing a new smartphone, marking a potential return to the category more than a decade after its failed Fire Phone, Reuters reported Friday, citing people familiar with the matter.

The project is being built within the company's ZeroOne division and is designed as a mobile personalization device integrated with Alexa and Amazon's ( AMZN ) broader ecosystem, the report said.

The device is expected to emphasize artificial intelligence capabilities, potentially reducing reliance on traditional app stores and enabling deeper integration across services such as shopping, Prime Video, and music, according to the report.

Amazon.com ( AMZN ) declined to comment when reached by MT Newswires.

(Market Chatter news is derived from conversations with market professionals globally. This information is believed to be from reliable sources but may include rumor and speculation. Accuracy is not guaranteed.)