Fire Phone marks Amazon’s entry into smartphone market, is an online shoppers delight

Amazon has unveiled its first entry into the smartphone market, launching Fire Phone this week. It comes with a range of apps, some of which are designed to make it even easier to shop on


The Fire Phone is the first smartphone designed by Amazon, and the company is primarily promoting two key features. The first, ‘Dynamic Perspective’, uses sensors to respond to the way users hold, view, and move the phone. But the big link to the shopping ecosystem Amazon is famous for is a feature called Firefly. Firefly uses the phone’s camera to recognise things in the real world such as web and email addresses, phone numbers, QR and bar codes, movies, music, and millions of products.

Jeff Bezos, founder and CEO, said in the official announcement: “Fire Phone puts everything you love about Amazon in the palm of your hand – instant access to Amazon’s vast content ecosystem and exclusive features like the Mayday button, ASAP, Second Screen, X-Ray, free unlimited photo storage, and more.

“The Firefly button lets you identify printed web and email addresses, phone numbers, QR and bar codes, artwork, and over 100 million items, including songs, movies, TV shows, and products – and take action in seconds.”

The ‘action’, we’re assuming, is the ability to purchase scanned objects and media.

Fire ships in the US on 25 July and is available only on AT&T. This is what it looks like:

Amazon Fire phone product image


Peter Roper
BY Peter Roper ON 19 June 2014
Editor of Marketing and Marketing Mag from 2013 to 2017. Tweets as @pete_arrr.