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Amazon reveals Fire Phone with simulated 3D display & shopping features

Amazon's first foray into the smartphone world was unveiled earlier tonight, titled the Amazon Fire Phone. Were the rumors correct? We've got the full lowdown on what to expect from this new Android-based device.

amazon firephone teaser
© Amazon

We suspected four cameras, we suspected 3D technology, we suspected animatronic moving limbs and holographic projection (well, that was my suspicion anyway), and we weren't too far off, as it happens.

After the teaser video Amazon released earlier in the year hinted at some kind of motion tracking, the rumors started to fly. Though there is no true 3D as such, 3D is simulated through a feature they call "Dynamic Perspective." The device contains four front-facing sensors which track your head and eye-movement, altering the interface based on your relative position. For example, tilting your noggin while looking at a map will reveal different visuals, like street or shop names.

FirePhone Maps Landmark
© Amazon

Amazon were always going to employ all of their other revenue streams, given their immense success with ebooks, music, and heck, pretty much anything, so naturally the Fire Phone is optimized for shoppers. Amazon have included a subscription service for Amazon Prime, and also focused on the contentious subject of "showrooming" (where shoppers test a product at a store first, before buying it later online), with a unqiue service name Firefly.

Firefly is said to offer incredibly accurate image recognition, capable of spotting over 70 million products, as well as TV shows and audio. Users will instantly be able to compare the availability and price of scanned items with the Amazon online store. (On the subject of stores, the Fire Phone will make use of Amazon's own app store, and won't have access to the Google Play Store.) The Firefly feature has a dedicated button on the side of the device, so it is expected to play a major role in the future of the handset.

Amazon were also keen to talk about the intergration of its Mayday service, which allows users to contact their expert tech support team at any time. Within 15 seconds you will be able to receive free, live video support for any problems you may encounter with the device. 

Here's the full list of specifications:

System Fire OS 3.5.0 
Display 4.7" HD LCD (1,280 x 720 pixels, 315 ppi), 590 cd/m2 brightness (typical), 1000:1 contrast ratio (typical) 
Processor Quad-core Snapdragon 800 CPU, 2.2 GHz, Adreno 330 GPU
Internal storage 32 GB or 64 GB
Battery Battery size: 2,400 mAh. Talk time: up to 22 hours; standby time: up to 285 hours. Video playback: up to 11 hours; audio playback: up to 65 hours.
Cameras 13 MP rear-facing camera, multi-frame HDR, auto-focus, optical image stabilization, f/2.0 5-element wide aperture lens, LED flash, 2.1 MP front-facing camera
Connectivity 802.11a/b/g/n/ac Wi-Fi, up to 300 Mbps with channel bonding; Bluetooth 3.0 wireless technology; NFC enabled
Dimensions 5.5" x 2.6" x 0.35" (139.2mm x 66.5mm x 8.9mm)
Weight 5.64 ounces (160 grams)

The Amazon Fire Phone is due to be released on July 25th for $199 for the 32 GB version and $299 for the 64 GB version for a 2 year contract with AT&T. 

So that's where we're at, we'll have more details on availability they it arrive. What do you think so far? 


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  • I didn't cover the Fire Phone but I'm amazed by my complete lack of interest to even read about it.

  • This is one hell of a phone visually, with its apps now and what other developers will bring to the table in the near future.
    Nothing on the market even comes close, it is simply revolutionary.
    The screen resolution, processor speed etc just don't matter because the 'Firephone' has been vertically integrated and then some.
    It is the penultimate buying tool which will draw you in providing one temptation after another.....which is all good.
    Probably what is missing are a multitude of gambling apps preinstalled and Microsoft's Cortana voice control (yes please!).
    My concern is that it is US only and connectivity is exclusively through AT & T.
    The other issue is personal privacy....with 4 infrared cameras tracking your face constantly in conjuction with an always on GPS locator, no SD card and total reliance on Amazon or AT & T's cloud sevices, there is 'no' anonymity.... Period!
    Can Amazon provide guarantee's. I doubt it.
    The perfect phone....almost.

  • I'm not convinced by the device. I'm also slightly concerned about the amount of data that Amazon will gather on people via Firefly - not just things that you are looking at in shops and pricing them up, but potentially any image that you take using the service.

    I don't mind Amazon knowing what I'm searching for on Amazon, but effectively giving them access to a much wider range of things that I look at isn't something that interests me.

    • Yep data usage is going to be a concern. The Firefly system in general doesn't really appeal to me. "Hey here's another way to buy that thing that's right in front of you..."

  • Henry B. Jun 19, 2014 Link to comment

    Looks really cool, I'd be interested to see how the 3D thing works and if it's actually a good feature or just a gimmick.

  • Loie Favre
    • Admin
    • Staff
    Jun 19, 2014 Link to comment

    I want to see this simulated 3D effect on the display in action!

  • $200 on contract with AT&T running a forked version of Android. Ehhhhhh. I'll pass.

  • what's the name of the game that appear in first pic on right?

    • I'd like to know this too. I presume it's unreleased because the bottom half looks like it may make use of the dynamic perspective, so it is likely being developed specifically with the Fire Phone in mind.

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