Amazon is developing a new smartphone, codenamed "Transformer," a project within its devices and services unit. The phone is seen as a potential mobile personalization device that could sync with voice assistant Alexa and serve as a hub for Amazon customers throughout the day. The project is being led by a year-old group within Amazon's devices unit called ZeroOne, whose mandate is to create “breakthrough” gadgets. The Transformer project has been a key focus for integrating artificial intelligence capabilities into the device, which could eliminate the need for traditional app stores. The company has not yet sought wireless carrier partners for the device.