Once upon a time, Amazon ventured into the world of smartphones by launching the 2014 Fire Phone. The handset met its demise fairly quickly, only lasting a little over a year before getting discontinued. Although the Fire Phone was one of the company’s biggest high-profile flops, it appears Amazon is ready and willing to take another stab at it.

The latest effort, known internally as “Transformer,” is being developed within Amazon's devices and services unit, according to four people familiar with the matter.