Amazon, the e-commerce giant more traditionally known for its online store, has announced its first smartphone is coming to the UK.
The Amazon Fire Phone was introduced in the US earlier this year, but will launch in the UK on September 30, the company confirmed. It will come complete with a unique screen that uses four cameras built into the front of the phone that track head movement, with the screen reacting to it to create a 3D effect. Amazon call it Dynamic Perspective and believe it is one of the reasons the Fire Phone can challenge rivals like the iPhone.
The announcement comes less than a week after the US-based company unveil plans to bring their TV streaming box, Fire TV, to the UK for the first time as well.
Jeff Bezos, Amazon founder and CEO, said: "Fire is a premium phone with breakthrough technologies Dynamic Perspective and Firefly, access to exclusive features including live video tech support with the Mayday button and free unlimited cloud photo storage, plus a full year of Prime membership-for £0 on the £33 O2 Refresh tariff only from O2."
The device will launch in the UK exclusive to the mobile network.
The new phone aims to beat its rivals by taking full advantage of Amazon's popular, existing services, with the Firefly feature enabling users to use the device to scan almost any item across food, DVDs, music and games, and instantly link to the product on Amazon.
The technology giant has also opened up this software to other app developers, and as a result relevant results will appear from apps like MyFitnessPal - when you scan food - telling you the number of calories in a product. Apps like StubHub have also already been integrated into the feature, meaning that when you scan a CD, not only will Amazon links appear, but also live tour dates.
The Fire Phone will face stiff competition, with Samsung have taken the wrapping off 3 new smartphones at the IFA technology show in Berlin last week, and the new iPhone 6 expected to be announced on Tuesday.
However Amazon believe that the native features of the Fire Phone will make it stand out - including the integration of the company's Mayday service which connects users with the company's help desk via video call. Amazon confirmed this would all work in collaboration with O2's help centre.
Amazon's director of product management for the Fire Phone, Cameron Janes said: "We're very focused on the customer and we'll look at feedback and our customers will tell us where we've done well and where we need to work and continue to get better. We think we've put out a good product ultimately and our customers are going to be able to hopefully agree with that."
Pre-orders for the Amazon Fire Phone are available from today on O2, with the smartphone shipping on September 30.
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