Transcript for Smartphone Wars Heat Up
to what could be a revolution coming to your smartphone, the phone wars heating up with the unveiling of a new contender not from apple but from Amazon, a phone in 3-d in ABC's Neal Karlinsky got a look. Reporter: They call it the firefly. A screen that seems to pop off the phone. It looks 3-d. That's pretty cool. The first thing you notice is it has a Normal camera and front-facing camera but the secret is the four additional cameras in front which read where your head and face is. That gives this 3-d effect when you look at the screen. Jeff bezos just doesn't want you to shop or read books on Amazon. It's all about shopping. Reporter: It's no coincidence that one of the coolest features can help you buy lots of stuff. They call it firefly, the ability to recognize just about anything by looking at it with the camera or hearing it like a song or TV show. Then put it right in your shopping cart. The price? Similar to an iPhone, between $200 and $650. Amazon is coming late to an already crowded smartphone market, but given the company's winning history, few are betting against them now. Neal Karlinsky, ABC news, Seattle.
This transcript has been automatically generated and may not be 100% accurate.