Transcript for Amazon Fire Heats Up the Smartphone Wars
Amazon is officially entering the smartphone wars today. Rolling out its fire phone. It has some unique new features and ABC's Rebecca Jarvis checked it out for us. Reporter: In just 24 hours Amazon's first foray into phones, the fire, is hitting store shelves boasting 3D images, a screen you can control by tilting your head or the device and a special gift maker that lets you turn your pictures into this. Plus, a new feature. Press the button and -- Called firefly. Firefly is essentially a magic wand in your phone that you can wave over any item that has a bar code or a product package and it will automatically generate the Amazon listing so that you can buy that item from your phone. Reporter: After a quick scan of a tube of lipstick a price and link on Amazon but don't expect to get all the apps you love on the new fire phone. At least not yet. They haven't been developed. If you're thinking of swapping your iPhone or galaxy for the new fire, you'll have to rebuy most of your apps from the Amazon store. And here it is, the new fire phone by Amazon. Now Jeff bezos says he'll work out any kinks in this thing, some of the recent reviews that are coming out are saying the user experience can be a little difficult. I just showed the firefly, the magic firefly wand which includes some sparkly things. You put anything on top of that sparkly and you'll basically buy it on Amazon. Yes, well, you don't buy it immediately. But you have the opportunity to buy it immediately. I don't think they've worked out the kinks. That's a lot of buying. It's the fire phone. That's it. Rebecca, thank you for that.
This transcript has been automatically generated and may not be 100% accurate.