After all the rumours, yesterday we finally got to clap eyes on Amazon’s first smartphone. The Fire Phone will go on sale on 25 July in the US through an exclusive deal with AT&T, with global distribution yet to be confirmed. As expected, 3D wizardry is one of its main feature: a system of sensors and cameras called Dynamic Perspective that tracks a user’s head movements and adjusts the display accordingly. The other key feature is Firefly, a catch-all recognition feature that gets people to tap a button to scan barcodes, QR codes, email addresses and phone numbers – but also identify music, films and TV shows through audio recognition. It’s being opened up to external developers too, with iHeartRadio and StubHub already confirmed to build Firefly-compatible apps for the Fire Phone. The device will also show lyrics when people play songs, and comes with a year’s free subscription to Amazon Prime – including, of course, access to the just-launched Amazon Prime Music streaming service.

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