Amazon is reportedly developing a new smartphone, codenamed "Transformer," with personal features designed to make it easier for customers to use Amazon's suite of apps and support its smart home assistant, Alexa. The device is being developed by the company's Devices and Services division, which is led by former Microsoft executive J Allard. The news comes as Amazon has been investing heavily in AI technology, investing $50 billion into OpenAI and planning $200 billion towards its AI, chips, and robotics efforts in the future.