Ever since the failure of its Fire phone, Amazon has needed a way to embed its services more deeply into smartphones. Now, the company has an opportunity in Alexa, its virtual assistant that’s become a hit through the Amazon Echo speaker. Last month, Huawei’s Mate 9 became the first smartphone to include an app for Alexa voice commands, and Lenovo says it will add Alexa integration to Motorola phones later this year.

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