In its commercial for the Fire, Amazon boasts that the phone comes with free Amazon Prime for a year, which includes some free two-day shipping and unlimited streaming music and video.
But as Consumer Reports starts checking out the Fire in the labs, its tech geeks are excited about some of the phone's other features.
"Overall, this is really a cool phone beginning with dynamic perspective which gives the phone a 3D look. And Firefly, which helps you identify objects in front of you by scanning them. It can even identify music and movies by listening to them," said Mike Gikas of Consumer Reports.
But how well do all the phone's features actually work?
"I found the hands-free gesture feature a bit clunky. It didn't always work. And Firefly sometimes had trouble identifying movies, songs and objects in front of it," Gikas said.
Another feature of the Fire is called Mayday, which is free video tech support with live people. They can access your phone and fix problems or change settings while you watch.
So, is all this new technology worth switching over?
"Bottom line, this is a really fun phone with a lot of unique features. But some people won't like the fact that it can't run popular Google apps like YouTube or Gmail."
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