Amazon Introduces Fire Smartphone

By Nathan Kirsch

Introducing Fire, the First Smartphone Designed by Amazon

New breakthrough innovationsDynamic Perspective, Firefly button, and more

Seamless integration with Amazons vast ecosystemover 33 million songs, apps, games, movies,

TV shows, books, and more

Only smartphone with Mayday, ASAP, X-Ray, and Second Screen

Dynamic Perspective SDK and Firefly SDK now available

Fire is available exclusively on AT&T, the nations most reliable 4G LTE network

Limited time, introductory offer12 months of Prime included

SEATTLE–(BUSINESS WIRE)–Jun. 18, 2014– (NASDAQ: AMZN)Amazon today unveiled Fire, the first smartphone designed by Amazon. Fire is the only smartphone with Dynamic Perspective and Firefly, two new breakthrough technologies that allow you to see and interact with the world through a whole new lens. Dynamic Perspective uses a new sensor system to respond to the way you hold, view, and move Fire, enabling experiences not possible on other smartphones. Firefly quickly recognizes things in the real worldweb and email addresses, phone numbers, QR and bar codes, movies, music, and millions of products, and lets you take action in secondsall with the simple press of the Firefly button. See what people are already saying about Fire at www.amazon.com/Fire-Phone-Customers.

Fire, the First Smartphone Designed by Amazon (Photo: Business Wire)

Fire, the First Smartphone Designed by Amazon (Photo: Business Wire)

Fire Phone puts everything you love about Amazon in the palm of your handinstant access to Amazons vast content ecosystem and exclusive features like the Mayday button, ASAP, Second Screen, X-Ray, free unlimited photo storage, and more, said Jeff Bezos, Amazon.com Founder and CEO. The Firefly button lets you identify printed web and email addresses, phone numbers, QR and bar codes, artwork, and over 100 million items, including songs, movies, TV shows, and productsand take action in seconds. We invented a new sensor system called Dynamic Perspective that recognizes where a users head is relative to the devicewe use it to offer customers a more immersive experience, one-handed navigation, and gestures that actually work. And this is only the beginningthe most powerful inventions are the ones that empower others to unleash their creativitythats why today we are launching the Dynamic Perspective SDK and the Firefly SDKwe cant wait to see how developers surprise us.

Dynamic PerspectiveImmersive Smartphone Experience

Dynamic Perspective uses four ultra-low power specialized cameras and four infrared LEDs built into the front face of Fire, a dedicated custom processor, sophisticated real-time computer vision algorithms, and a new high-performing and power-efficient graphics rendering engine. Dynamic Perspective features include:

  • One-handed gestures: Auto-scroll, tilt, swivel and peek for quicker, easier navigation and a better media and entertainment experience. For example, with auto-scroll, customers can read a long web page or a book without ever having to touch the screen; tilt in Amazon Music shows song lyrics; swivel instantly reveals quick actions; peek in Maps shows layered information like Yelp ratings and reviews.
  • Immersive apps and games: Dynamic Perspective enables a new class of apps and games that are more immersive, and make it quicker and easier for the user to access information. For example, peek to instantly see close-up front and back views of a dress in the new Amazon Shopping app for Fire. In games like Lili, take on the characters viewpoint and move your head to look around corners, obstacles, and other objects.
  • Enhanced Carousel: Stay productive with real-time updates and take action right from the home screentriage email, find recent photos, access most visited websites, return missed calls, view appointments, and more. Developers can customize the contents of their dynamic app and how it responds to user actions. For example, Zillows app in the carousel shows property information based on the location, so customers can access search results on nearby homes from the carousel without having to launch the Zillow app. USA TODAY shows headlines most relevant to customers interestsomeone who frequents football in the Sports section will see those related headlines appear in the carousel.

Starting today, Amazon is introducing the Dynamic Perspective SDK that enables developers to build new experiences with this groundbreaking technology. Learn more about the SDK at http://developer.amazon.com/firephone.

Firefly TechnologyIlluminate Your World

Firefly combines Amazons deep catalog of physical and digital content with multiple image, text and audio recognition technologies to quickly identify web and email addresses, phone numbers, QR and bar codes, plus over 100 million items, including movies, TV episodes, songs, and products. Simply press and hold the dedicated Firefly button to discover helpful information and take action in seconds.

  • Printed phone numbers, email, web addresses, QR, and bar codes: Firefly identifies printed text on signs, posters, magazines and business cardsmake a call, send an email, save as a contact, or go to the website without typing out long URLs or email addresses.
  • 245,000 movies and TV episodes, and 160 live TV channels: Firefly recognizes movies and TV episodes, and uses IMDb for X-Ray to show actors, plot synopses, and related contentadd titles to Watch List or download and start watching immediately.
  • 35 million songs: Firefly recognizes music and uses Amazon Musics rich catalog to show information about the artistplay more songs, add them to your Wish List, or download instantly to your Fire. Developers, such as iHeartRadio and StubHub, used the SDK to build Firefly-enabled apps, so customers can create a new radio station based on the song or find concert tickets for the artist.
  • 70 million products, including household items, books, DVDs, CDs, video games, and more: Access product details, add items to your Wish List, or order on Amazon.com.

The Firefly SDK is available starting today so developers can invent new ways to use this advanced technology. Later this year, Firefly will include artwork recognition, foreign language translation, and wine label recognition powered by Vivino. Learn more about the SDK at http://developer.amazon.com/firephone.

Amazon Exclusive Features and Vast Digital EcosystemAll Deeply Integrated

Fire seamlessly integrates Amazons vast digital ecosystem for instant access to over 33 million songs, apps, games, movies, TV shows, books, audiobooks, and magazines, including thousands of exclusives. Plus, Prime members get unlimited streaming of tens of thousands of movies and TV episodes at no additional cost with Prime Instant Video, over 500,000 books to borrow with the Kindle Owners Lending Library, and the all-new Prime Musicunlimited streaming and download of more than a million songs and hundreds of expert-programmed playlistsall at no additional cost.

Fire deeply integrates Amazon exclusive services:

  • Mayday is now available over 3G and 4G, in addition to Wi-Fisimply hit the Mayday button in quick actions and an Amazon expert will appear via live video to co-pilot you through any feature on the device. Amazon experts are able to draw on the screen, talk you through how to do a task, or do it for youwhatever works best. Mayday is available 24×7, 365 days a year, and its free. Amazons response time goal for Mayday is 15 seconds or lesssince launch, the average response time has been 9.75 seconds.
  • ASAP (Advanced Streaming and Prediction) predicts which movies and TV episodes youll want to watch and prepares them for instant playback before you even hit play.
  • X-Ray helps you get more from books, music, movies, and TV shows. Explore the bones of a book, including characters, ideas and background with a single tap on the screen; bring the power of IMDb right to Fire for trivia on movies and TV shows; plus, with X-Ray for Music, see synchronized lyrics display while you listen to your favorite song.
  • Second Screen lets you fling TV shows and movies from Fire phone to your Fire TV, PlayStation or any other Miracast-enabled device. Second Screen turns your TV into the primary screen and frees up Fire phone to provide playback controls and a customized display for X-Ray, all without leaving the TV show or movie youre watching.
  • Free unlimited cloud storage of photos taken with Fire, automatically backed-up wirelessly and available across Amazon devices and Cloud Drive apps so you have access anywhere.

Beautiful Industrial Design & Powerful Hardware

Built using premium materials, including Gorilla Glass 3 for the rear and front, aluminum buttons, stainless steel details and a rubberized polyurethane grip area, Fire is optimized for beauty, hand comfort and powerful performance:

  • Quad-core Qualcomm Snapdragon 2.2 GHz processor and 2GB RAM for excellent fluidity and image rendering.
  • 4.7-inch HD display with an ambient light sensor and Dynamic Image Contrast that delivers better outdoor viewing.
  • Global LTE and connectivity with nine bands of LTE, four bands of GSM, five bands of UMTS for better voice coverage and faster data speeds, 802.11ac support, Wi-Fi channel bonding, NFC, and Bluetooth.
  • Dual stereo speakers with Dolby Digital Plus for a virtual surround sound experience.
  • Advanced imaging system with custom-tuned 13MP rear-facing camera with backside illumination, LED flash, 5-element f/2.0 lens, Optical Image Stabilization (OIS), and high dynamic range (HDR) capabilities for beautiful, crisp photos, even in low-light conditions. Fire also includes a 2.1MP front-facing camera. Both front and rear-facing cameras record smooth 1080p HD videos.
  • Reliable backup and restore leveraging the experience and operational excellence of Amazon Web Services and its cloud technology. Fire customers can automatically back up device settings, notes, bookmarks, messages, and installed applicationsno need to manually configure or connect to a computer.

Availability & Exclusive Network Partner

Fire ships on July 25 and is available exclusively on AT&Tthe nations most reliable 4G LTE network. Starting today, customers can pre-order Fire at www.amazon.com/Fire-Phone, www.att.com and in AT&T retail locations nationwide. Fire with 32GB is available for $199 with a two-year contractthats an extra 16GB of memory for the same price as many other premium smartphonesor zero money down for as little as $27.09 a month from AT&T on Next 18. Fire is also available with 64GB for $299 with a two-year contract or starting at $31.25/month from AT&T on Next 18.

Limited Time, Introductory Offer

Starting today, customers can take advantage of an introductory, limited time offerbuy Fire and get 12 months of Amazon Prime includedFREE Two-Day Shipping on millions of items, unlimited streaming of movies and TV shows with Prime Instant Video, unlimited, ad-free streaming and downloading of over a million songs and hundreds of playlists, and over 500,000 books to borrow from the Kindle Owners Lending Library. Existing Prime members get an additional 12 months added to their account.

About Amazon.com

Amazon opened on the World Wide Web in July 1995. The company is guided by three principles: customer obsession rather than competitor focus, passion for invention, and long-term thinking. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire phone, Fire tablets, and Fire TV are some of the products and services pioneered by Amazon.