Amazon launches smartphone to rival the rest

Amazon, traditionally an online superstore, has extended its technological expansion with the announcement of ‘Fire’ – the first smartphone designed by the brand – available for pre-order in the UK now.

Fire’s specs include:

– Unlimited cloud storage
– ‘Dynamic Perspective’, a new sensor system to respond to the way you hold, view, and move
– ‘Firefly’, a reactive tool that recognises things in the ‘real-world’ such as barcodes and email addresses – allowing you to react with a dedicated button
– Dual stereo speakers with Dolby Digital Plus
– 4.7-inch HD display

Amazon’s answer to the smartphone will be shipped to UK shores on September 30th, roughly coinciding with the much-hyped rollout of Apple’s latest iteration.

“We’ve packed a lot of value into our first smartphone and we are delighted to bring Fire to customers in the United Kingdom,” said Jeff Bezos, Amazon Founder and CEO.

“Fire is a premium phone with breakthrough technologies Dynamic Perspective and Firefly, access to exclusive features including live video tech support with the Mayday button and free unlimited cloud photo storage, plus a full year of Prime membership—for £0 on the £33 O2 Refresh tariff only from O2.”

Let’s wait and see what impact Amazon’s latest foray has upon the smartphone world – we wonder whether Apple fears Amazon’s rival model…