Rumours have been sparking since 2011 that Amazon planned to unveil its own smartphone. And where there’s smoke, there is the Fire Phone, launched at an event in Seattle on June 18, 2014.

Same Same, but Different

The Fire Phone’s specifications compare well against rivals like the Apple iPhone 5s, Samsung Galaxy S5, or Nokia Lumia 1520, but it doesn’t surpass them, with basic features like:

  • Screen: 4.7-inch 1280 x 720 pixel LCD screen
  • Processor: 2.2GHz Qualcomm Snapdragon 800 quad-core processor
  • Graphics: Adreno 330 GPU
  • RAM: 2GB RAM
  • Memory: 32 or 64GB of storage
  • Cloud storage: 5GB of extra free space via the Amazon Cloud Drive
  • Bluetooth: Bluetooth 3.0
  • Wi-Fi: Wi-Fi 802.11ac
  • Data: 4G LTE
  • Battery: 2,400mAh battery (up to 11 hours during video playback and 22 hours of talk time)

However, the device has some cool unique features:

Dynamic Display

Amazon calls its 3D display technology Dynamic Perspective. The technology allows navigation by tilting the device and creates a unique viewing experience The display is meant to give viewers a sense of looking deeper into the screen (technically called positive parallax) rather than creating images that “jump out” (negative parallax).

The phone knows where the user’s head is positioned in relation to the screen. The effect is achieved with 4 special from-facing cameras with a 120 – degree view, so no matter how you hold the phone the cameras will track your head’s position.

The cameras are equipped with infrared lights, giving them the ability to track your head even in low-light situations.

and its Firefly app that can visually identify millions of products and link the user with information or a purchasing platform.

Firefly

Firefly is an awesome feature that helps you find the products and objects you find in the real world, online. The feature uses one of the front-facing cameras to recognise everyday objects such as books, BlueRays, games, etc. Once Firefly recognises the object, it searches for that product in its database and finds a version that you can buy on Amazon.

If you aren’t looking to buy the product, but rather information on it, Firefly will hook you up with a Wikipedia page on the subject.

Mayday

Amazon’s well-loved Mayday feature will be included in the Fire Phone. Mayday is a customer-care service which lets users call an Amazon tech expert 24/7 for support. When you hit the Mayday button, a helpful tech expert will appear to help you out. The tech expert can even draw on your screen to show you what you need to do.

Amazon Is a Trusted Brand

Amazon has an established reputation for quality and customer service. In a 2013 Harris Poll for brand reputation Amazon surpassed Apple to take the top spot among US consumers.

HARRIS INTERACTIVE

The brand reputation and customer loyalty of Amazon, combined with its unique features make the Fire Phone a compelling competitor in the smartphone market.