Amazon says it isn’t making another phone, after burning itself with the Fire Phone

Amazon says it is not trying to build another traditional smartphone.

Devices chief Panos Panay suggests the company’s new mobile efforts are centered on an AI-first device instead.

The concept appears tied to Alexa, shopping, and smart home features rather than direct competition with iPhone, Pixel, or Galaxy phones.

The approach reflects Amazon’s effort to avoid repeating the Fire Phone failure while still exploring new hardware.