Amazon 3D `Fire` phone review

Amazon 3D `Fire` phone review

Amazon.com Inc`s (AMZN.O) new cellphone seeks to offer shoppers instant gratification by recognizing thousands of products, television shows and songs and allowing users to immediately buy them - on the e-commerce giant`s own site, of course.

The smartphone, which joins Amazon`s "Fire" lineup of tablets and streaming devices, aims to stand out in a crowded field dominated by Apple Inc (AAPL.O) and Samsung Electronics (005930.KS). It represents an attempt to extend the company`s dominance of online commerce into mobile phones, which are increasingly being used to buy items and view video.

But it`s unclear how the phone`s "Firefly" image- and audio-recognition feature or its much-touted 3D-perspectives will work in the real world, or how fickle consumers may respond to Amazon`s latest bid to eliminate barriers to its core online retail business.

Users can press a button and point the phone at an object such as a can of soup or work of art, or direct it to listen to a song. If the device recognizes it, the user can buy it on Amazon, if it`s sold there.

The technology, which works by matching images of items or songs to Amazon`s database of over 100 million items, will be opened to app-developers for use, an approach that rivals Apple and Google have taken with their own mobile software.

Amazon Chief Executive Jeff Bezos, in a rare media appearance in Seattle, demonstrated three-dimensional display features on the 4.7-inch phone, such as greater depth perception in maps and pictures.

Four front-facing cameras track head movements and shift perspectives depending on a user`s activity. Users can scroll through screens by tilting or swiveling the phone.

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