Amazon has reportedly set its sights on re-entering the smartphone market, following claims the company has developed a new prototype device, after its first failed attempt in 2014.

According to to TheWrap, Amazon Studio Head, Jen Salke, states she currently has a copy of the prototype smartphone in her office.

The device is said to feature a new Prime Video interface, which is in the “middle of being developed” and is “coming soon”.

An Amazon spokeswoman later clarified to TheWrap that Salke misspoke, and intended to say “prototype user interface” on an existing smartphone.

Despite this, some commentators assert it’s logical Amazon would expand its hardware portfolio with revamped smartphones, complimenting its Echo speaker family as the hub of a smart home ecosystem.

Back in 2014, Amazon released its ‘Fire Phone’, which was axed the year after following sub-par reviews, specifically about its interface.

Disclosed in its most recent quarterly earnings report, Amazon claims it wants “customers to be able to use Alexa wherever they are”, further fuelling smartphone rumours.

Consensus is, Amazon’s new smartphone will work seamlessly with Echo/Alexa devices, and allow Amazon Prime members to watch content remotely with a better mobile video interface.