Apple, Samsung and Microsoft have got one more serious player on the highly competitive U.S. market of smartphones—Amazon. The first online retailer’s phone called Fire «puts everything you love about Amazon in the palm of your hand—instant access to Amazon’s vast content ecosystem and exclusive features,» as Jeff Bezos, company’s CEO says.

The first version features a 4.7-inch HD display, 13-megapixel rear-facing camera and five front-facing cameras. There are two price options available, both on a 2-year contract with AT&T: $200 for a 32-gigabyte version and $300 for a 64GB version.

Not boasting any game-changing technical capabilities, Fire is hoped to stand out due to some sensorial and shopping features. Predictably enough, Amazon’s smartphone makes shopping on Amazon.com as easy and convenient as it can be. A special shopping feature, Firefly,  enables the phone to recognize any visual or multimedia files such as text, audio or images of some retail products, either photographed or found on the Internet, and link them to these items in Amazon’s database. There’s a special Firefly button on the phone for such shopping-related activities as recognizing an item through voice activation, music, artwork, QR code and more.

Another innovative feature of the Fire phone is called Dynamic Perspective. It allows to view an image in 3D projection depending on the way a user holds or moves the phone in his or her hand. The in-built sensors provide a «more immersive» user experience and easier navigation as the phone responses to tilting motions faster.

One more «magic button» is the Mayday. Any time a user may need any help with the phone, he or she can press the Mayday button—and will be automatically connected with  Amazon’s help desk.

After the presentation of the Amazon’s Fire phone at a news conference in Seattle, Washington on June 18, shares of Amazon climbed 2.7 percent to $334.38, as Reuters reports.