The entry-level Fire phone costs $199, comes with 32 GB of memory, It also comes with 12 months of Amazon Prime, the company's free shipping, video, music and book subscription plan, which normally costs $99 a year.
The phone's Firefly object recognition feature can identify items and product names captured with the device's camera. It can also pull in useful information such as phone numbers, website addresses. The company has catalogued more than a hundred million items that Firefly can recognize and has tweaked the technology to recognize words and characters in a variety of real-life situations.
Another feature, called dynamic perspective uses four infrared, front-facing cameras that tell the phone where the user's face and eyes are located.
The feature adjusts the user interface so that tilting the screen relative to the viewer's face can toggle through screens, scroll through websites, make online video game characters fly up or down, and render buildings and other custom-made art in 3-D.
The 3-D technology, which shifts screen images to create the illusion of depth and changing perspective on the smartphones display, will will work on apps like maps or when shopping through Amazons store, the company said. It will also create a more immersive experience for programs like games. Motion detection in the phone also lets people scroll through Web pages and books, or quickly access certain features by tilting the device.
