Amazon will launch its Fire smartphone in the UK on 30 September. It will be exclusive to O2  and will be free of charge to customers who agree to a 2 year contract at  GBP 33 a month. It will also launch in Germany on the same date with an exclusive deal with Deutsche Telekom with phone costing EUR 1 and  EUR 44 per month on a 2 year contract.  Additionally, for a limited time (until 31 December 2014), Fire customers will receive a full year of Amazon Prime membership included. This is in addition to free unlimited cloud storage for photos taken on Fire and live video tech support with Mayday.

The phone will be available in both 32GB and 64GB options and will feature:

  • Dynamic Perspective: Uses a new sensor system to respond to the way a user holds, views, and moves Fire, enabling experiences not possible on other smartphones including one-handed gestures, immersive apps and games, and an enhanced carousel for real-time updates.
  • “Firefly” Technology: 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. By holding the dedicated ‘Firefly’ button users can discover helpful information and take action in seconds, including accessing product details and adding items to a wish list or order on Amazon.com.
  • Integration of Amazon Exclusive Services: Includes the “Mayday” quick-response button, ASAP (advanced streaming and prediction) for movies and TV shows, X-Ray tool for IMBD information, Second Screen capabilities, and Free unlimited cloud storage of photos taken with Fire.

In addition to the US version the Home Carousel is now enhanced and offers the ability to scroll, scan and take action without opening the app or leaving the Carousel.