If you weren’t around to personally see Amazon finally unveil its first ever Amazon Fire smartphone, do not feel left out anymore. The retailer has put up its hour long press event to give those at home, or in the office, a taste of what it felt like to be there, at least from the view point of a camera lens.

After years of rumors, Amazon finally revealed to the world the smartphone everyone has been speculating on, and the reception is quite mixed. While there were already telltale signs of some sort of 3D display and multiple front-facing cameras, the exact implementation and purpose wasn’t exactly understood until Jeff Bezos introduced it as Dynamic Perspective. That said, some were quite disappointed with the “faux 3D” of the implementation and considered it rather gimmicky and not a big deal.


What isn’t a gimmick is Firefly, which ties intimately to Amazon’s core retail business. It works just as how rumors and leaks have envisioned it. You snap up pics of objects in real life and it will identify the object and comb through Amazon’s listing for the exact entry, in case you want to buy it for later. Another feature that again ties into Amazon’s empire is X-Ray, which lets you send a video, bought from Amazon of course, from your Fire phone to your Fire TV. It even lets your Fire phone act as a second screen like in current gen gaming consoles.

It seems that the Amazon Fire smartphone hasn’t exactly met the expectations of the hype it generated over the course of the months. And Amazon cannot be blamed at all as it did not lift a finger to tease, confirm, or deny such conjecture. Ultimately, the Amazon Fire, like its distant Kindle cousins, isn’t really designed to be a standalone product but as a cog in the greater Amazon machine. The question now is whether the market will see it that way or will it be judged like smartphones from other Android device makers.