Amazon has unveiled its new 3-D "Fire" smartphone. The phone will be available July 25th exclusively on AT&T. Fire with 32GB starts at USD 199 for a two-year contract. The smartphone is another attempt by Amazon to gain share of life of shoppers and follows several new product launches this year including the Amazon Fresh "Dash" tool, Prime Pantry, Fire TV, and a music-streaming service. Some of the "Fire" phone's unique features include:

  • Dynamic Perspective: Uses a new sensor system to respond to the way a user holds, views, and moves Fire, enabling experiences not possible on other smartphones including one-handed gestures, immersive apps and games, and an enhanced carousel for real-time updates.
  • “Firefly” Technology: Combines Amazon’s deep catalog of physical and digital content with multiple image, text and audio recognition technologies to quickly identify web and email addresses, phone numbers, QR and bar codes, plus over 100 million items, including movies, TV episodes, songs, and products. By holding the dedicated ‘Fireflybutton users can discover helpful information and take action in seconds, including accessing product details and adding items to a wish list or order on
  • Integration of Amazon Exclusive Services: Includes the “Mayday” quick-response button, ASAP (advanced streaming and prediction) for movies and TV shows, X-Ray tool for IMBD information, Second Screen capabilities, and Free unlimited cloud storage of photos taken with Fire.

Stay tuned for our Kantar Retail POV tomorrow.

 Link to Amazon video clip