On-line retail giant Amazon has pitched itself into the smartphone world dominated by Apple and Samsung by launching its own “Fire Phone”.
The feature-packed device hopes to standout from the crowd with its much publicised 3D-perspective.
But the main purpose of the gadget is to get us all shopping.
Users can press a button and point the phone at an object such as a book or a tin of soup or even get it to listen to a song and if it recognises it, the user can buy it on Amazon if its sold there.
For those consumers who must be the first to have something new, the Fire Phone will probably appeal but with the smartphone market reaching saturation point, Amazon risks having its fingers burned.