Amazon on Fire: Benchmark Calls Phone "Another Smart Product"

In a report published Thursday, Benchmark analyst Daniel Kurnos commented on

release of the Fire smartphone, calling it “another smart product.”

The Fire smartphone combines existing Amazon technologies such as X-Ray, WhisperSync, Audible and MayDay customer support. In addition, the phone supports Firefly technology which enable the users to scan

with the camera. Users can use the Firefly technology, similarly to Dash, and shop for almost anything with purchases directed back to Amazon, if available. The smartphone also has 3D technology which enhancers the users gaming and viewing experience. Benchmark noted that the 3D technology is “not representing a must-have technology.” Specs of the Fire smartphone are comparable with Androids, such as HTC One M8, Galaxy S5 and LG G3. For $199.00 and a contract for the 32GB version, customers receive free unlimited cloud photo storage, a free year of Amazon Prime. The phone does not support services associated with Google.

Following Wednesday's launch event in Seattle, Kurnos commented, “While critics are likely to focus on the potentially gimmicky or novelty 3D technology (branded Dynamic Perspective), we think Amazon has essentially created a unique technology portal which aggregates its best handheld features while keeping price and specs in line with other cutting edge phones.” Benchmark reported that the phone will likely drive Prime adoption and increase sales directly through the smartphone technology. “Ultimately, we believe the Fire phone will be a positive contributor to the development of Amazon's digital ecosystem with additional potential to act as a universal remote for Amazon's Fire lineup and technologies.” Benchmark has a Buy rating and $500.00 price target on Amazon.com.