Amazon Unveils New 3-D Fire Phone
Why retail giant is getting into that smartphone business.
— -- Amazon wants to set the smartphone market ablaze.
The online retailer unveiled its entry into the crowded smartphone market today -- the aptly named Fire phone, which features what Amazon called two "new breakthrough innovations."
Amazon CEO Jeff Bezos triumphantly held up the long-rumored device, which appears slightly larger than an iPhone, at an event today in Seattle.
The first differentiation from other smartphones is "dynamic perspective," a sensor system that recognizes where a user's head is relative to the Fire phone. This allows the person using the phone to auto-scroll through a book or long webpage without ever having to touch the screen or to take on a character's viewpoint in a game, creating an immersive experience.
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The Fire phone will also come equipped with a Firefly button. The new feature, which is similar to Google Glass, will allow users to identify almost any product -- from a book to a game or a container of kosher salt. The Fire phone will then be able to direct users to Amazon to make purchases. Firefly can also recognize music and television shows.
![PHOTO: BGR released this image of Amazon's Fire Phone.](https://s.abcnews.com/images/Business/HT_bgr_amazon_smartphone_sk_140618.jpg)
Later this year, Amazon plans to teach Firefly to recognize everything from artwork and wine labels to translating foreign languages with just the click of a button.
Photography fanatics will also be interested in the Fire phone's high-end camera specs, which include optical image stabilization and tiny motors that can adjust for natural hand tremors as a way to decrease the blurriness of photos.
The Fire phone also boasts front- and rear-facing cameras that can record 1080p high-definition videos.
The phone's shutter also excels at low-light photography, Bezos said, noting that it stays open four times longer to capture more light.
When creating the devices, Bezos said he was focused on creating a product that was sleek, durable and boasted powerful hardware.
He described how the team at Amazon "obsessed over outdoor viewing" and created a device that can easily be read, even in outdoor light.
The Fire phone is built with Gorilla Glass 3, aluminum buttons and has a rubberized grip area to bolster its durability.
Previous Amazon device customers may recognize some of the other features it will come equipped with, such as a Mayday button for tech support, X-Ray, which allows users to get more from their media and ASAP, which predicts what movies and television shows a person will want to watch before they even hit play.
Fire will ship on July 25 and is available exclusively on AT&T. The 32GB phone will be available for $199 with a two-year contract. It's also available with twice the memory for $299.
Customers who purchase the Fire phone can also take advantage of a limited time introductory offer, snagging them one free year of Prime, Amazon's subscription service that gives members free two-day shipping on music, movies, TV shows, among other perks.
The announcement is just the latest in an ambitious plan from Amazon, which has expanded its business into tablets, e-readers and most recently, a television streaming device box.