Amazon has made its first smartphone, the Fire Phone, available for pre-order in the UK, with prices starting at £33 per month on O2.
The Fire Phone will officially begin shipping on 30 September. Amazon originally unveiled the Fire Phone in June. The handset runs using a heavily customised version of Android and comes loaded with a wealth of custom technologies.
Key additions include the Fire Phone's Dynamic Perspective 3D display and custom Firefly services.
The Dynamic Perspective technology is designed to offer users a 3D viewing experience. It works using four custom cameras that line the Fire Phone's 4.7in IPS LCD HD display that track the user's iris and head movements and adjust displayed images accordingly.
The feature works on a number of the Fire phone's services, including maps, e-reader and the inbuilt web browser.
The Firefly feature can be activated any time using a physical shortcut key on the Fire Phone's side and grants users a variety of powers.
Specifically, FireFly uses the Fire Phone's camera to recognise and draw information from Amazon's database on a number of things including books, DVDs, phone numbers, QR codes, CDs, URLS, famous artwork and barcodes.
The feature can also draw information, such as phone numbers and email address from things like business cards, fliers and advertisements.
As an added incentive to boost early sales, Amazon is offering the Fire phone with one year's free access to its Prime shopping service until 31 December.
Amazon Founder and CEO Jeff Bezos said he expects the custom technologies and O2 tariff to prove a prove a hit with UK buyers. "We've packed a lot of value into our first smartphone and we are delighted to bring Fire to customers in the United Kingdom," he said.
Despite Bezos' claims the Fire phone will face some stiff competition when it is released. The Fire Phone's launch comes just before the speculated release of Apple's iPhone 6 smartphone.
The iPhone 6 is expected to be Apple's most advanced to date, and despite the lack of information about the handset, many commentators have speculated that it will be the best-selling phone in the UK this year.
For a more detailed look at the Amazon Fire phone check out V3's opening impressions feature. Check back with V3 later for a full review of the Amazon Fire phone.
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