Few Compelling Reasons to Be Enthusiastic About Amazon’s Latest Smartphone

“This is not a consumer device company that prioritizes privacy,” Gamero-Garrido states. He argues that given the extensive use of smartphones compared to Alexa or a Kindle, an Amazon smartphone today would “greatly amplify the potential privacy risks.”

Gamero-Garrido believes Amazon could leverage Transformer as a means to gather data on how people interact with its devices, enhance its advertising network, and compete against companies like Alphabet and Meta, both facing regulatory challenges in the European Union and California.

One potential method for this is the Fire TV strategy. This involves Amazon’s TV streaming service being integrated into third-party TVs (or via a dongle); even if you haven’t purchased a Fire TV-equipped television from Amazon, the data harvested by the operating system remains under the company’s control.

“Whether they succeed with this phone supplementary device or ultimately use a similar strategy by installing their operating system on other devices or ‘light’ phones created by third parties, the impact is the same,” he notes. “In the end, Amazon is consolidating all network traffic through its own infrastructure to enhance its advertising operations.”

If Amazon can determine when someone is unwell based on their voice, it can suggest purchasing specific cold medications from Amazon Health—that’s a genuine patent Amazon holds. If this capability is integrated into a device you carry with you at all times, Gamero-Garrido mentions it could listen to more of your discussions and serve you more relevant ads.

Despite its previous issues, customers generally show an acceptance of Amazon’s hardware, according to Kassem Fawaz, an associate professor at the University of Wisconsin, Madison, who studies security and privacy in consumer devices.

“When it comes to products, unfortunately, consumers prioritize utility and price over privacy,” Fawaz expressed in an email to WIRED.

A key driver could be Amazon’s Devices & Services head, Panos Panay, who joined the company in 2023. Panay is known for transforming Microsoft’s Surface line into a sought-after hardware brand through his dynamic and emotionally charged presentations.

Panay has already infused that same energy into several Amazon hardware launches, including the Kindle Scribe Colorsoft, though he has yet to replicate Surface’s success. If Amazon is genuinely venturing into smartphone territory, it will need to generate significant enthusiasm to attract customers.

“If anyone can achieve this, it’s going to be Panos,” Jeronimo asserts. “I have complete faith in him. He is the ideal person for these initiatives.”