Because iPhone rumors were not enough, not reports are surfacing that Amazon is working on its own smartphone.
The online retail company is reportedly "making moves" that hint at an Amazon-branded smartphone hitting the market.
Multiple sources "with knowledge of the matter" confirmed the report to The Los Angeles Times.
The Seattle-based retailer already has multiple Kindle tablets on the market that compete with both Apple and Google-powered devices.
And a smartphone would give Amazon another medium for shoppers to find their products and another avenue to challenge the two Silicon Valley giants.
On the company's early tablet devices it was taking a loss but the pay off of online shoppers browsing Amazon products via the Kindle made up the difference.
Amazon is also reportedly working on a more feature-friendly Kindle Fire due out possibly as early as the end of the summer.