Amazon unveils Fire Phone

Online retailer targets mobile shoppers with ecosystem-integrated smartphone

Tags: Amazon.com IncorporatedE-commerceUSA
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Amazon unveils Fire Phone The Amazon Fire Phone is a bid to tap into the mobile shopping market.
By  Stephen McBride Published  June 19, 2014

Amazon unveiled Fire Phone yesterday, the first smartphone designed by the online retail giant, in a bid to tap into the mobile shopping market.

GALLERY: Amazon Fire Phone in pics

Amazon is placing the Fire in the premium category. It uses Gorilla Glass 3 for the rear and front, aluminium buttons, stainless steel details and a rubberized polyurethane grip area. It is powered by a Quad-core Qualcomm Snapdragon 2.2 GHz processor and carries 2GB of RAM.

The 4.7-inch HD display with an ambient light sensor and Dynamic Image Contrast is geared towards enhanced viewing in bright natural light. The handset also has dual stereo speakers with Dolby Digital Plus for a "virtual surround sound experience".

Connectivity covers nine bands of LTE, four bands of GSM, five bands of UMTS, 802.11ac support, Wi-Fi channel bonding, NFC, and Bluetooth.

The main, rear-facing camera is 13MP and carries backside illumination, LED flash, a 5-element f/2.0 lens, optical image stabilisation (OIS), and high dynamic range (HDR) capabilities. Selfies are also covered by way of a 2.1MP front-facing camera. Both front and rear-facing cameras record video in 1080p Full HD.

Fire comes with two proprietary technologies - Dynamic Perspective and Firefly - that Amazon hopes will integrate the device more robustly with the real world than rival handsets.

GALLERY: Amazon Fire Phone in pics

Dynamic Perspective uses a specialised sensor system to respond to the way users hold, view, and move the handset and Firefly is designed to let users point the phone's camera at a product or pick up a music track using the microphone; if Firefly can identify the item as sold on Amazon, the user can instantly buy it.

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