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Amazon Issues Release Unveiling, Giving Details of New Fire Smartphone

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Amazon (NASDAQ: AMZN) today unveiled Fire, the first smartphone designed by
Amazon. Fire is the only smartphone with Dynamic Perspective and Firefly, two
new breakthrough technologies that allow you to see and interact with the
world through a whole new lens. Dynamic Perspective uses a new sensor system
to respond to the way you hold, view, and move Fire, enabling experiences not
possible on other smartphones. Firefly quickly recognizes things in the real
world—web and email addresses, phone numbers, QR and bar codes, movies, music,
and millions of products, and lets you take action in seconds—all with the
simple press of the Firefly button. See what people are already saying about
Fire at

Fire, the First Smartphone Designed by Amazon (Photo: Business Wire)

Fire, the First Smartphone Designed by Amazon (Photo: Business Wire)

“Fire Phone puts everything you love about Amazon in the palm of your
hand—instant access to Amazon's vast content ecosystem and exclusive features
like the Mayday button, ASAP, Second Screen, X-Ray, free unlimited photo
storage, and more,” said Jeff Bezos, Founder and CEO. “The Firefly
button lets you identify printed web and email addresses, phone numbers, QR
and bar codes, artwork, and over 100 million items, including songs, movies,
TV shows, and products—and take action in seconds. We invented a new sensor
system called Dynamic Perspective that recognizes where a user's head is
relative to the device—we use it to offer customers a more immersive
experience, one-handed navigation, and gestures that actually work. And this
is only the beginning—the most powerful inventions are the ones that empower
others to unleash their creativity—that's why today we are launching the
Dynamic Perspective SDK and the Firefly SDK—we can't wait to see how
developers surprise us.”

Dynamic Perspective—Immersive Smartphone Experience

Dynamic Perspective uses four ultra-low power specialized cameras and four
infrared LEDs built into the front face of Fire, a dedicated custom processor,
sophisticated real-time computer vision algorithms, and a new high-performing
and power-efficient graphics rendering engine. Dynamic Perspective features

* One-handed gestures: Auto-scroll, tilt, swivel and peek for quicker,
easier navigation and a better media and entertainment experience. For
example, with auto-scroll, customers can read a long web page or a book
without ever having to touch the screen; tilt in Amazon Music shows song
lyrics; swivel instantly reveals quick actions; peek in Maps shows layered
information like Yelp ratings and reviews.
* Immersive apps and games: Dynamic Perspective enables a new class of apps
and games that are more immersive, and make it quicker and easier for the
user to access information. For example, peek to instantly see close-up
front and back views of a dress in the new Amazon Shopping app for Fire.
In games like Lili, take on the character's viewpoint and move your head
to look around corners, obstacles, and other objects.
* Enhanced Carousel: Stay productive with real-time updates and take action
right from the home screen—triage email, find recent photos, access most
visited websites, return missed calls, view appointments, and more.
Developers can customize the contents of their dynamic app and how it
responds to user actions. For example, Zillow's app in the carousel shows
property information based on the location, so customers can access search
results on nearby homes from the carousel without having to launch the
Zillow app. USA TODAY shows headlines most relevant to customer's
interest—someone who frequents football in the Sports section will see
those related headlines appear in the carousel.

Starting today, Amazon is introducing the Dynamic Perspective SDK that enables
developers to build new experiences with this groundbreaking technology. Learn
more about the SDK at

Firefly Technology–Illuminate Your World

Firefly combines Amazon's deep catalog of physical and digital content with
multiple image, text and audio recognition technologies to quickly identify
web and email addresses, phone numbers, QR and bar codes, plus over 100
million items, including movies, TV episodes, songs, and products. Simply
press and hold the dedicated Firefly button to discover helpful information
and take action in seconds.

* Printed phone numbers, email, web addresses, QR, and bar codes: Firefly
identifies printed text on signs, posters, magazines and business
cards—make a call, send an email, save as a contact, or go to the website
without typing out long URLs or email addresses.
* 245,000 movies and TV episodes, and 160 live TV channels: Firefly
recognizes movies and TV episodes, and uses IMDb for X-Ray to show actors,
plot synopses, and related content—add titles to Watch List or download
and start watching immediately.
* 35 million songs: Firefly recognizes music and uses Amazon Music's rich
catalog to show information about the artist—play more songs, add them to
your Wish List, or download instantly to your Fire. Developers, such as
iHeartRadio and StubHub, used the SDK to build Firefly-enabled apps, so
customers can create a new radio station based on the song or find concert
tickets for the artist.
* 70 million products, including household items, books, DVDs, CDs, video
games, and more: Access product details, add items to your Wish List, or
order on

The Firefly SDK is available starting today so developers can invent new ways
to use this advanced technology. Later this year, Firefly will include artwork
recognition, foreign language translation, and wine label recognition powered
by Vivino. Learn more about the SDK at

Amazon Exclusive Features and Vast Digital Ecosystem—All Deeply Integrated

Fire seamlessly integrates Amazon's vast digital ecosystem for instant access
to over 33 million songs, apps, games, movies, TV shows, books, audiobooks,
and magazines, including thousands of exclusives. Plus, Prime members get
unlimited streaming of tens of thousands of movies and TV episodes at no
additional cost with Prime Instant Video, over 500,000 books to borrow with
the Kindle Owners' Lending Library, and the all-new Prime Music—unlimited
streaming and download of more than a million songs and hundreds of
expert-programmed playlists—all at no additional cost.

Fire deeply integrates Amazon exclusive services:

* Mayday is now available over 3G and 4G, in addition to Wi-Fi—simply hit
the Mayday button in quick actions and an Amazon expert will appear via
live video to co-pilot you through any feature on the device. Amazon
experts are able to draw on the screen, talk you through how to do a task,
or do it for you—whatever works best. Mayday is available 24x7, 365 days a
year, and it's free. Amazon's response time goal for Mayday is 15 seconds
or less—since launch, the average response time has been 9.75 seconds.
* ASAP (Advanced Streaming and Prediction) predicts which movies and TV
episodes you'll want to watch and prepares them for instant playback
before you even hit play.
* X-Ray helps you get more from books, music, movies, and TV shows. Explore
the bones of a book, including characters, ideas and background with a
single tap on the screen; bring the power of IMDb right to Fire for trivia
on movies and TV shows; plus, with X-Ray for Music, see synchronized
lyrics display while you listen to your favorite song.
* Second Screen lets you fling TV shows and movies from Fire phone to your
Fire TV, PlayStation or any other Miracast-enabled device. Second Screen
turns your TV into the primary screen and frees up Fire phone to provide
playback controls and a customized display for X-Ray, all without leaving
the TV show or movie you're watching.
* Free unlimited cloud storage of photos taken with Fire, automatically
backed-up wirelessly and available across Amazon devices and Cloud Drive
apps so you have access anywhere.

Beautiful Industrial Design & Powerful Hardware

Built using premium materials, including Gorilla Glass 3 for the rear and
front, aluminum buttons, stainless steel details and a rubberized polyurethane
grip area, Fire is optimized for beauty, hand comfort and powerful

* Quad-core Qualcomm Snapdragon 2.2 GHz processor and 2GB RAM for excellent
fluidity and image rendering.
* 4.7-inch HD display with an ambient light sensor and Dynamic Image
Contrast that delivers better outdoor viewing.
* Global LTE and connectivity with nine bands of LTE, four bands of GSM,
five bands of UMTS for better voice coverage and faster data speeds,
802.11ac support, Wi-Fi channel bonding, NFC, and Bluetooth.
* Dual stereo speakers with Dolby Digital Plus for a virtual surround sound
* Advanced imaging system with custom-tuned 13MP rear-facing camera with
backside illumination, LED flash, 5-element f/2.0 lens, Optical Image
Stabilization (OIS), and high dynamic range (HDR) capabilities for
beautiful, crisp photos, even in low-light conditions. Fire also includes
a 2.1MP front-facing camera. Both front and rear-facing cameras record
smooth 1080p HD videos.
* Reliable backup and restore leveraging the experience and operational
excellence of Amazon Web Services and its cloud technology. Fire customers
can automatically back up device settings, notes, bookmarks, messages, and
installed applications—no need to manually configure or connect to a

Availability & Exclusive Network Partner

Fire ships on July 25 and is available exclusively on AT&T—the nation's most
reliable 4G LTE network. Starting today, customers can pre-order Fire at, and in AT&T retail locations
nationwide. Fire with 32GB is available for $199 with a two-year
contract—that's an extra 16GB of memory for the same price as many other
premium smartphones—or zero money down for as little as $27.09 a month from
AT&T on Next 18. Fire is also available with 64GB for $299 with a two-year
contract or starting at $31.25/month from AT&T on Next 18.

Limited Time, Introductory Offer

Starting today, customers can take advantage of an introductory, limited time
offer—buy Fire and get 12 months of Amazon Prime included—FREE Two-Day
Shipping on millions of items, unlimited streaming of movies and TV shows with
Prime Instant Video, unlimited, ad-free streaming and downloading of over a
million songs and hundreds of playlists, and over 500,000 books to borrow from
the Kindle Owners' Lending Library. Existing Prime members get an additional
12 months added to their account.

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