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Amazon Announces the Fire Phone

Amazon just unveiled their first phone, the Fire Phone.

It is as expected. There is a 3D like UI thanks to a bunch of front facing cameras, with an effect that Amazon is calling “Dynamic Perspective.” The phone itself sports a 4.7-inch HD display, 2.2GHz quad-core Qualcomm processor, 2GB RAM, 13MP rear camera with OIS, and of course, runs Amazon’s custom Android interface that tries as hard as it can to hide Android. 

The Fire Phone uses a technology called Firefly to recognize text, audio, and images, basically so that you can buy products from Amazon.

The device will be exclusive to AT&T, but you already knew that. It arrives July 25 in 32GB ($199) or 64GB ($299) variants.

We will have more as it unfolds, but Amazon is still taking their sweet time announcing everything in a press event that has run well over an hour.

Update:  You can pre-order the Fire Phone here.


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Press Release

Introducing Fire, the First Smartphone Designed by Amazon

  • New breakthrough innovations—Dynamic Perspective, Firefly button, and more
  • Seamless integration with Amazon’s vast ecosystem—over 33 million songs, apps, games, movies, TV shows, books, and more
  • Only smartphone with Mayday, ASAP, X-Ray, and Second Screen
  • Dynamic Perspective SDK and Firefly SDK now available
  • Fire is available exclusively on AT&T, the nation’s most reliable 4G LTE network
  • Limited time, introductory offer—12 months of Prime included

SEATTLE–(BUSINESS WIRE)–Jun. 18, 2014– (NASDAQ: AMZN)—Amazon today unveiled Fire, the first smartphone designed by Amazon. Fire is the only smartphone with Dynamic Perspective and Firefly, two new breakthrough technologies that allow you to see and interact with the world through a whole new lens. Dynamic Perspective uses a new sensor system to respond to the way you hold, view, and move Fire, enabling experiences not possible on other smartphones. Firefly quickly recognizes things in the real world—web and email addresses, phone numbers, QR and bar codes, movies, music, and millions of products, and lets you take action in seconds—all with the simple press of the Firefly button. See what people are already saying about Fire at www.amazon.com/Fire-Phone-Customers.

“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,” said Jeff Bezos, Amazon.com Founder and CEO. “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. We invented a new sensor system called Dynamic Perspective that recognizes where a user’s head is relative to the device—we use it to offer customers a more immersive experience, one-handed navigation, and gestures that actually work. And this is only the beginning—the most powerful inventions are the ones that empower others to unleash their creativity—that’s why today we are launching the Dynamic Perspective SDK and the Firefly SDK—we can’t wait to see how developers surprise us.”

Dynamic Perspective—Immersive Smartphone Experience

Dynamic Perspective uses four ultra-low power specialized cameras and four infrared LEDs built into the front face of Fire, a dedicated custom processor, sophisticated real-time computer vision algorithms, and a new high-performing and power-efficient graphics rendering engine. Dynamic Perspective features include:

  • One-handed gestures: Auto-scroll, tilt, swivel and peek for quicker, easier navigation and a better media and entertainment experience. For example, with auto-scroll, customers can read a long web page or a book without ever having to touch the screen; tilt in Amazon Music shows song lyrics; swivel instantly reveals quick actions; peek in Maps shows layered information like Yelp ratings and reviews.
  • Immersive apps and games: Dynamic Perspective enables a new class of apps and games that are more immersive, and make it quicker and easier for the user to access information. For example, peek to instantly see close-up front and back views of a dress in the new Amazon Shopping app for Fire. In games like Lili, take on the character’s viewpoint and move your head to look around corners, obstacles, and other objects.
  • Enhanced Carousel: Stay productive with real-time updates and take action right from the home screen—triage email, find recent photos, access most visited websites, return missed calls, view appointments, and more. Developers can customize the contents of their dynamic app and how it responds to user actions. For example, Zillow’s app in the carousel shows property information based on the location, so customers can access search results on nearby homes from the carousel without having to launch the Zillow app. USA TODAY shows headlines most relevant to customer’s interest—someone who frequents football in the Sports section will see those related headlines appear in the carousel.

Starting today, Amazon is introducing the Dynamic Perspective SDK that enables developers to build new experiences with this groundbreaking technology. Learn more about the SDK at http://developer.amazon.com/firephone.

Firefly Technology–Illuminate Your World

Firefly 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. Simply press and hold the dedicated Firefly button to discover helpful information and take action in seconds.

  • Printed phone numbers, email, web addresses, QR, and bar codes: Firefly identifies printed text on signs, posters, magazines and business cards—make a call, send an email, save as a contact, or go to the website without typing out long URLs or email addresses.
  • 245,000 movies and TV episodes, and 160 live TV channels: Firefly recognizes movies and TV episodes, and uses IMDb for X-Ray to show actors, plot synopses, and related content—add titles to Watch List or download and start watching immediately.
  • 35 million songs: Firefly recognizes music and uses Amazon Music’s rich catalog to show information about the artist—play more songs, add them to your Wish List, or download instantly to your Fire. Developers, such as iHeartRadio and StubHub, used the SDK to build Firefly-enabled apps, so customers can create a new radio station based on the song or find concert tickets for the artist.
  • 70 million products, including household items, books, DVDs, CDs, video games, and more: Access product details, add items to your Wish List, or order on Amazon.com.

The Firefly SDK is available starting today so developers can invent new ways to use this advanced technology. Later this year, Firefly will include artwork recognition, foreign language translation, and wine label recognition powered by Vivino. Learn more about the SDK at http://developer.amazon.com/firephone.

Amazon Exclusive Features and Vast Digital Ecosystem—All Deeply Integrated

Fire seamlessly integrates Amazon’s vast digital ecosystem for instant access to over 33 million songs, apps, games, movies, TV shows, books, audiobooks, and magazines, including thousands of exclusives. Plus, Prime members get unlimited streaming of tens of thousands of movies and TV episodes at no additional cost with Prime Instant Video, over 500,000 books to borrow with the Kindle Owners’ Lending Library, and the all-new Prime Music—unlimited streaming and download of more than a million songs and hundreds of expert-programmed playlists—all at no additional cost.

Fire deeply integrates Amazon exclusive services:

  • Mayday is now available over 3G and 4G, in addition to Wi-Fi—simply hit the Mayday button in quick actions and an Amazon expert will appear via live video to co-pilot you through any feature on the device. Amazon experts are able to draw on the screen, talk you through how to do a task, or do it for you—whatever works best. Mayday is available 24×7, 365 days a year, and it’s free. Amazon’s response time goal for Mayday is 15 seconds or less—since launch, the average response time has been 9.75 seconds.
  • ASAP (Advanced Streaming and Prediction) predicts which movies and TV episodes you’ll want to watch and prepares them for instant playback before you even hit play.
  • X-Ray helps you get more from books, music, movies, and TV shows. Explore the bones of a book, including characters, ideas and background with a single tap on the screen; bring the power of IMDb right to Fire for trivia on movies and TV shows; plus, with X-Ray for Music, see synchronized lyrics display while you listen to your favorite song.
  • Second Screen lets you fling TV shows and movies from Fire phone to your Fire TV, PlayStation or any other Miracast-enabled device. Second Screen turns your TV into the primary screen and frees up Fire phone to provide playback controls and a customized display for X-Ray, all without leaving the TV show or movie you’re watching.
  • Free unlimited cloud storage of photos taken with Fire, automatically backed-up wirelessly and available across Amazon devices and Cloud Drive apps so you have access anywhere.

Beautiful Industrial Design & Powerful Hardware

Built using premium materials, including Gorilla Glass 3 for the rear and front, aluminum buttons, stainless steel details and a rubberized polyurethane grip area, Fire is optimized for beauty, hand comfort and powerful performance:

  • Quad-core Qualcomm Snapdragon 2.2 GHz processor and 2GB RAM for excellent fluidity and image rendering.
  • 4.7-inch HD display with an ambient light sensor and Dynamic Image Contrast that delivers better outdoor viewing.
  • Global LTE and connectivity with nine bands of LTE, four bands of GSM, five bands of UMTS for better voice coverage and faster data speeds, 802.11ac support, Wi-Fi channel bonding, NFC, and Bluetooth.
  • Dual stereo speakers with Dolby Digital Plus for a virtual surround sound experience.
  • Advanced imaging system with custom-tuned 13MP rear-facing camera with backside illumination, LED flash, 5-element f/2.0 lens, Optical Image Stabilization (OIS), and high dynamic range (HDR) capabilities for beautiful, crisp photos, even in low-light conditions. Fire also includes a 2.1MP front-facing camera. Both front and rear-facing cameras record smooth 1080p HD videos.
  • Reliable backup and restore leveraging the experience and operational excellence of Amazon Web Services and its cloud technology. Fire customers can automatically back up device settings, notes, bookmarks, messages, and installed applications—no need to manually configure or connect to a computer.

Availability & Exclusive Network Partner

Fire ships on July 25 and is available exclusively on AT&T—the nation’s most reliable 4G LTE network. Starting today, customers can pre-order Fire at www.amazon.com/Fire-Phone, www.att.com and in AT&T retail locations nationwide. Fire with 32GB is available for $199 with a two-year contract—that’s an extra 16GB of memory for the same price as many other premium smartphones—or zero money down for as little as $27.09 a month from AT&T on Next 18. Fire is also available with 64GB for $299 with a two-year contract or starting at $31.25/month from AT&T on Next 18.

Limited Time, Introductory Offer

Starting today, customers can take advantage of an introductory, limited time offer—buy Fire and get 12 months of Amazon Prime included—FREE Two-Day Shipping on millions of items, unlimited streaming of movies and TV shows with Prime Instant Video, unlimited, ad-free streaming and downloading of over a million songs and hundreds of playlists, and over 500,000 books to borrow from the Kindle Owners’ Lending Library. Existing Prime members get an additional 12 months added to their account.

About Amazon.com

Amazon opened on the World Wide Web in July 1995. The company is guided by three principles: customer obsession rather than competitor focus, passion for invention, and long-term thinking. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire phone, Fire tablets, and Fire TV are some of the products and services pioneered by Amazon.

  • yummy

    So basically, a remote pos system for amazon? A automated checkout in your own home? Okay then.
    Wonder what took them so long.

  • landon

    inb4 bezel comments

  • Trempest

    This is the pure embodiment of why everyone hates proprietary software and formats.

  • ezpotato

    those bezels. so many of them. all over. 2008 style.

  • Raven65


  • Cody Revels

    You know…..I just don’t care. They’re devices are terrible and theyre software is even worse. But it will sell since theyll actually market it unlike some people. *cough* google *cough*

  • NolBi-Wan

    Can I take 5 selfies at once? Or a SelfieSphere. Uses all 5 cameras, stitch the images together and it spits out a 3Dish selfie. If so I am in.

  • Ricky Ortiz

    What excites me abut this phone is that its $200 for the 32 GB version, usually thats the 16GB price. Hope that becomes the norm

  • I honestly don’t think it looks terrible. It’s a bit of an oddity, but I’m willing to give it a shot before completely writing it off without actually using the thing. Maybe it’s just because I like testing out new devices and seeing if the selling points are really gimmicks or very practical in my everyday use.

  • monkey082506

    As much against the Fire OS that I am, I can see this selling to many users. Those users of course that already have the Kindle, and the ones who never take our advice on buying phones anyway. Not sure if it will sell enough to have a Version 2 but I won’t be surprised if it has a decent turnout with the public. Somehow the Kindle is still doing well…

  • belsonc

    Any word on who’s making it for them?

    • richkoos

      was there any word on who makes the kindle fire, fire tv, or kindles? I thought it was just amazon, with some random factory to put it together

      • belsonc

        Question was meant in the same spirit as the GNexii – like how one of them was Asus, but put out as a Google phone…

        • richkoos

          I know, and that’s the way I answered. Amazon gives the illusion that they make the phone, just as apple does. Amazon wouldn’t go to Asus, lg, Samsung, or moto for this.

  • Bryan Burch

    Root in 3…2…1…

  • Taylor Abrahamson

    What a joke. There is no reason to put more than two cameras facing in one direction. Old processor, low res screen, closed source code, no google apps, closed source, locked device. Yuck!!

  • Patrick Crumpler

    Good luck with the pricing. Retail anyway. Looks like this time around they are trying to make money off the hardware too. Cant blame them really.

  • droidrazredge

    The Amazon Fire phone looks like a Galaxy S5 just with more bezel, less screen, and 3 more front facing cameras.

  • Brett Wayne


  • OneForTheGoodDays

    That camera sounds pretty amazing… 2.0 aperture? Woah.

    • bionicwaffle

      I think HTC is the only other phone maker who has done that. I can’t wait to see some reviews. It should be faster than anything else out there and nothing else will have a brighter display. I wouldn’t buy one but it’s perfect for anyone who insists they need an iPhone or uses all Amazon services.

  • Justin Everett

    Interesting, with all the LTE bands it supports it could in theory be used on Verizon right?

  • King of Nynex

    Yo dawg, we heard you like cameras. So we put SIX CAMERAS…in your PHONE! So you can shoot while you shoot!

  • needa

    color me surprised, this thing isn’t half bad. interested in a hands on or two and i cannot wait for the reviews.

  • ROR1997

    5 front facing cameras? As if old people have enough trouble finding the cam when there’s only 1.

  • Berta

    This phone makes me think of the defunct Blackberry Storm (1 and 2)…

  • Derek Jones

    What’s the over or under on number of months before Apple sues them for something, anything?

  • I think ill wait for the eBay phone to come out

    • Gr8Ray

      Or maybe the Nook phone?

    • M3D1T8R

      Wal-Mart phone…
      NewEgg phone…
      Whatever vendor it is, it still sounds like cr.ap.

  • Kenny Woodard

    Facebook phone 2.0

  • Moto X Still better

  • macdaddybuff

    Maps does it have a default navigation system? If so ran by who?

  • xsirxx

    Only way I will buy is if it was 200$ unlocked on any carrier and after Cyanogenmod was already on it. I refuse to goto ATT and would need a very decent price if to go back down to a 4.7″ screen.

    EDIT: Ohh 749$ for the 64gb version off contract. AHAHAHAHAHHA
    EDIT 2: 720p screen AHAHAHAHAH

  • Chippah

    This should be $199 otd – No contract.. Bezos is on Fantasy island or sumphin

    ESPECIALLY as its simply a “Buy everything on Amazon remote controller”

    • Jkdem85

      homerunn chippah

  • Jeremy Wray

    AT&T is just throwing money at phones to hope one’s exclusivity will bring them back to iPhone exclusivity numbers. But now all it’s doing is killing phones.

  • M3D1T8R


    • bionicwaffle

      I think Amazon made very smart hardware choices. For once someone realized that there is no point in a higher resolution on a 4.7″ display because you can’t tell the difference. It’s probably RGB, not PenTile and that you could notice. It’s LCD so it’s *bright* unlike all those OLEDs out there. It should also do better on battery life than OLED in general. That thing will be incredibly fast too with a snapdragon 800! There’s no need for an 801 or 805 without a QHD display. People will knock it because it doesn’t have the highest specs but this will outperform all your high speced phones probably because it’s right-sized!!! Smart Move Amazon! You can sell this to the masses! I won’t buy one because I want Google services but I wish Samsung and HTC would get the memo. Moto seems like they did but they could still bump up the CPU a little.

      • xsirxx

        So you are saying that the snapdragon 800 is all people need and there is no reason to have a faster processor because the screen is 720p?

        • bionicwaffle

          Mostly yes. The 801 basically gives better memory bandwidth to allow QHD recording/playback I think. The 805 is just going to be more overkill. It sounds like they gave it a great camera, display, and good battery life. It wouldn’t surprise me if it performs faster than other super-phones that are out now. Another way to think of it, nobody who doesn’t care about getting Google services will need a faster processor on this device. It’s a very right-sized phone at a great price.

          • Greyhame

            A great price!?? Yeah, no.

      • M3D1T8R

        I agree the specs are probably adequate. Though I totally disagree about OLED vs LCD (OLED is far superior). But that’s not why it’s trash. Amazon phone? Who cares. There is no market need for this product. It’s just Amazon trying to show they’re one the big boys (Google, Apple), trying to use their large presence to further push their wannabe “ecosystem” onto us. And ATT exclusivity makes it even more irrelevant.

        • bionicwaffle

          Look at all the people who buy iPhones! I think that’s a market for this phone. Not to mention lots of people who have Amazon Prime and/or use Amazon InstantVideo service but don’t have smartphones – ok, well, both of them.

          • Greyhame

            Because people buy iPhones you think they would buy this? Wow, your bias is so blinding that it precludes you from any form of an intelligent discussion about smart phones. Good lord man, grow up.

          • bionicwaffle

            My point was that many people buy iPhones because they find Android
            phones intimidating for one reason or another. I think this phone from
            Amazon is geared to people like that. It gives a more restrictive skin
            and easy access to fast, live support. Clearly, one major difference is
            the selection of apps available but for a lot of people they’ll be very
            happy with the apps available on the Amazon AppStore and they won’t
            know or care if they get updates a few days later.

            I’m not saying
            “this is a bad phone like an iPhone”. On the contrary I think this is a
            great phone for people who are new to smartphones and/or want a simple
            smartphone. It could have a better camera than any other phone out
            there and it should be about as fast as the fastest phone out there.

  • Chippah
    • Jkdem85

      It’s too late now here comes uncle paul…..

  • On2Vegas

    Purely out of curiosity, but was there any mention as to how long the exclusivity will last?

  • Guest

    Once again, tell’em Perry!

    • El_Big_CHRIS

      upvote for Dr Cox!

  • JSo

    I need to see a video of the device. Photos arent doing anything for me.

  • Mordecaidrake

    No thanks.

  • xsirxx


  • Daeshaun Griffiths

    I’m more than interested.

    • Adam

      Do you really feel like this phone is better than the other Android flagships? A year of Prime is nice and would otherwise set you back $100, but you are still paying $200-300 on contract for this phone. Buying an on contract S5 from at&t costs you $200 plus another $100 buying Prime by itself, not much of a difference and you are saddled with Amazon’s wonderful skin.

  • You Had My Curiosity But…

    Liveblogs are killing me slowly because they’re taking sooooooooooooooooooooooooooooooooooooooooooo long to release all of the info.

  • Zach B.

    I was SO hoping that exclusive was just an unbased rumor. I mean, it’s a cool, good looking phone with a mix of useful and gimmicky features and likely gonna be awesome for anyone deep in the Amazon ecosystem.

    But AT&T exclusive? Come on, Amazon.

  • jer85008

    $200 on a 2-yr contract with ATT exclusivity? I thought Bezos was nuts, now confirmed.

    • El_Big_CHRIS

      yeah seriously. should be free on contract or cheap like some of their kindles. but meh i still wouldnt get it

      • michael arazan

        But it can identify every product in your home from one picture of it with the camera and order it on Amazon with 1 click!

    • Adam White

      They threw in a year of Amazon prime with the $200 price point, whats prime these days like 90? Thats good if your already a prime member I guess.

      • Guy Pierce

        $99 to be exact!

        • Patricia Steven

          I refuse to goto ATT and would need a very decent price if to go back down to a 4.7″ screen.

          • Ellie

            Nice fake picture

          • Bigboi

            the picture might not be fake but two of the things in it are…

    • Dave

      Just a hair more nuts than the people at OnePlusOne.

      • jer85008

        Agreed. Lao and Bezos should team up for the Amazon Prime OnePlus Two superphone.

        • Dave

          You win 100 Disqus internets for that idea!

  • BREAKING: Samsung just announced the Galaxy S6 with 12 front facing cameras.

    • Shane Redman

      Thought it was called the Galaxy FF

      • Mort

        Galaxy Prime FFS

        • Tehfingaz

          Throw a P(for prime) and U in there and we have a damn reese puffs phone lol.

          • Guy Pierce

            Introducing Android 5.0 Reese Puffs!

        • Dave

          Um no….that’s 6 weeks after launch. Haha

          • xsirxx

            After lunch?

          • JoshGroff

            Great, it’s 9am and now I’m hungry, Thanks…

  • Adam White

    Well that got creepy quick, 4 cameras tracking my face at all times? I think I’ll pass. Oh and At&t, definitely pass.

    • People said the same thing about Google Now and yet it is a great service that has become “normal” to users.

      • envoy510

        I think a lot of people either don’t know about it or outright disable it (I do).

        • Genuinely curious, why do you disable it?

          • envoy510

            Mainly battery life.

          • Ah. Well that makes sense. If it weren’t for battery drain, do you think you would use it? Also, what phone do you have?

          • envoy510

            Nexus 5. Trimming down all the google stuff (ie, turning off Now and other crap), I can go 2 days on a full charge. That’s important to me.

            If it didn’t drain the battery I’m still pretty “meh” about the features.

    • zurginator

      I’m curious about the AT&T hate.

  • Shane Redman

    How is that battery life going to be with 4 front facing infared cameras, 2 of which will always be on for head detection???

  • droidrazredge

    Hahaha you just read my mind @kellex:disqus. I was like wasn’t Amazon supposed to release a smartphone today. I was about to look for any announcements when I refreshed Droid-life and I see your post.

  • The top and bottom bezels are HUGE on this thing

    • Adam White

      I would think that’s a must with as many sensors that they’ve strapped to this thing.

  • Good_Ole_Pinocchio

    Andreno 330. They definitely didn’t skim on specs…though the entire thing just seems pointless to me. I don’t “GET” the 3D stuff no matter how many live blogs I read. Definitely need more information there.

    • Have you used a Nintendo 3ds?

      • Hans Dirk Kwazneski

        yes, and I still don’t get it. It doesn’t wow me.

      • Adam White

        I dont think it will make me want to gouge my eyes out as much as the 3ds does. Its not using parallax like the 3ds

      • Good_Ole_Pinocchio

        It’s not the same tech

  • Voltism

    Yeah nah