Amazon CEO Jeff Bezos announced today that the tech-giant will enter the smartphone fray with their new "Fire Phone." Three years ago the company released their first physical device called the Kindle Fire, a multi-touch tablet meant to compete with the iPad.

Perhaps, this new phone is meant to take a bite out of Apple and Google's market dominance. But Amazon is used to making its money as a retailer of other people's products, and presumably this phone will act to keep people buying stuff from Amazon.

One of the phone's features is called "Firefly", an interesting service which allows the user to take a scan an object, and then offer the user options including, if Amazon stocks the product, a chance to purchase it online. The phone will feature heavy integration with Amazon's news, book, and video streaming services. 

This is interesting, since it represents (just like the Kindle did) a divergence from what Amazon's traditional business model of simply selling products has been. Even the Kindle series is exclusivly looped into Amazon's content deliveray service, so it'll be interesting to see what the company does with customers connected via LTE all the time. 

The phone also has 3D capabillities that, supposedly, don't suck. 

Time will tell, but for now you can preorder the phone through AT&T for $199 with a two year contract. 

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