Reuters: ‘Amazon Plans Smartphone Comeback More Than a Decade After Fire Phone Flop’
https://daringfireball.net/linked/2026/03/21/reuters-amazon-phone
Reuters: ‘Amazon Plans Smartphone Comeback More Than a Decade After Fire Phone Flop’

Link to: https://www.reuters.com/technology/amazon-plans-smartphone-comeback-more-than-decade-after-fire-phone-flop-2026-03-20/

Daring Fireball

@daringfireball I'm not a likely buyer, but what I would like is more competition and more consumer choice.

Two flavors are not enough.

@buckfiftyseven @daringfireball what’s it going to run, a proprietary OS? We already have a dual mobile phone economy. Slapping a brand mark on top isn’t changing anything. The apps make the phone. An edge to Apple for the hardware + OS experience.
@fuzenco @daringfireball I think three would be better than two, even if it did come from a third profit maximizing megacorp.
@daringfireball fyi, I suspect you reworded something without changing a verb: ”If you watching video on Netflix,”

@daringfireball In my opinion, Amazon doesn’t have the taste to create something consumers will salivate over and doesn’t have the restraint to not muck it up the same way they did with Fire phone.

I recently set up a Fire tablet for my dad. The “nicer“ aluminum one. Its software is TRASH!

@daringfireball I doubt people with the latest iPhone (or Pixel) are their target here. There a lot of people with midrange android phones, and if they build something g decent and discount the hell out of it, they get to gather a ton of data on customers and that’s probably useful for them.

@daringfireball Given how much Amazon likes to advertise and degrade the user experience on their existing hardware, I find their desire to make it easier to spend money on Amazon services to be the exact opposite of what I am looking for in a phone.

An Amazon phone is just asking for the most hostile relationship between the company and customer.

@daringfireball it's amazing they're repeating EXACTLY the parts of the playbook that sank the Fire phone. The differentiating features of the Fire were exclusively about the Amazon sales funnel. I had one, and was amused and annoyed by how bad Amazon is at UX...everything they changed about Android made it worse, and sometimes not even to the benefit of Amazon. Some things they just fucked up because they have no taste.
@daringfireball You know who's sure as shit not gonna figure it out, not just going to walk in?

@daringfireball “rather than apps* the new phone is agentic. Tell it what you want and agents using Alexa will spin off and accomplish your goals”

Data and token plan not included.

* apps we don’t have and miserably failed to get for the Fire phone. That was a debacle we all knew was coming.