E-commerce giant Amazon has announced its first smartphone is coming to the UK from September.
The Fire Phone, which was introduced in the US earlier this year, will face stiff competition, with Samsung shown off three new smartphones at the IFA technology show in Berlin last week, and Apple’s new iPhone 6 expected to be announced tomorrow.
But the company hopes unique features like Dynamic Perspective, which uses four cameras built into the front of the phone that track head movement to create a 3D effect on screen, will help it challenge its more established rivals.
The announcement comes less than a week after the US-based company unveil plans to bring their TV streaming box, Fire TV, to the UK for the first time as well.
Jeff Bezos, Amazon founder and CEO, said: "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."
The new phone, which will be exclusively available on O2, will take advantage of Amazon's existing services, with the Firefly feature enabling users to use the device to scan almost any item across food, DVDs, music and games, and instantly link to the product on Amazon.
The technology giant has also opened up this software to other app developers. Apps like MyFitnessPal will be capable of telling users the number of calories in a product they scan, while others like StubHub have already been integrated into the feature, meaning that when users scan a CD, not only will Amazon links appear, but also live tour dates.
Amazon says it is also confident that the native features of the Fire Phone will make it stand out – including the integration of the company's Mayday service which connects users with the company's help desk via video call. Amazon confirmed this would all work in collaboration with O2's help centre.
Amazon's director of product management for the Fire Phone, Cameron Janes said: "We're very focused on the customer and we'll look at feedback and our customers will tell us where we've done well and where we need to work and continue to get better. We think we've put out a good product ultimately and our customers are going to be able to hopefully agree with that."
Pre-orders for the Amazon Fire Phone are available from today on O2, with the devices shipping on September 30.