Amazon CEO Jeff Bezos introduces the new Amazon Fire Phone, in Seattle, Washington,June 18, 2014.

Amazon CEO Jeff Bezos shows off the 3D features of his company\'s new Fire smartphone at a news conference in Seattle, Washington June 18, 2014. Bezos unveiled a $200 smartphone called "Fire" on Wednesday, equipped with a 3D-capable screen and an ability to recognize music and TV shows, hoping to stand out in a crowded field dominated by Apple Inc and Samsung Electronics.

An Amazon representative shows off the 3D map features of the company\'s new Fire smartphone at the company\'s campus in Seattle, Washington June 18, 2014. Amazon.com Inc\'s new cellphone seeks to offer shoppers instant gratification by recognizing thousands of products, television shows and songs and allowing users to immediately buy them - on the e-commerce giant\'s own site, of course.

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An Amazon representative shows off the Firefly scanning feature on the company\'s new Fire smartphone at the company\'s campus in Seattle, Washington June 18, 2014. Amazon.com Inc\'s new cellphone seeks to offer shoppers instant gratification by recognizing thousands of products, television shows and songs and allowing users to immediately buy them - on the e-commerce giant\'s own site, of course.

AT&T Mobility President and CEO Ralph de la Vega (L) talks about the new Amazon Fire smartphone as Amazon CEO Jeff Bezos looks on at a news conference in Seattle, Washington June 18, 2014. Bezos unveiled a $200 smartphone called "Fire" on Wednesday, equipped with a 3D-capable screen and an ability to recognize music and TV shows, hoping to stand out in a crowded field dominated by Apple Inc and Samsung Electronics.

Amazon CEO Jeff Bezos mentions the book "Mr. Pine\'s Purple House" at a news conference where he introduced his company\'s new Fire smartphone in Seattle, Washington June 18, 2014. Bezos unveiled a "Fire"smartphone on Wednesday equipped with a 3D-capable screen and the ability to recognize objects, music and TV shows, hoping to stand out in a crowded field dominated by Apple Inc and Samsung Electronics.