To say that Amazon‘s (NASDAQ:AMZN) first attempt at entering the wireless phone market did not go well would be sugarcoating on the level of saying, “the Titanic’s maiden voyage left room for improvement.”

Fire Phone was a near-instant failure. It was a device nobody really needed sold at a premium price. Its only truly new feature was a sort of 3D way to look at products, a gimmick that was not enough to get people to buy it.

Now, with the success of its Alexa artificial intelligence devices, including Echo, Echo Dot, and Echo Tap, the company wants to get back into the phone business. This time, though, it’s not looking to replace your smartphone. Instead, the company wants to make your existing phone much more useful by integrating it with its Alexa-powered, voice-controlled devices.

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