Amazon Fire phone UK pre-orders open: O2 exclusive on sale 30 September

O2 customers can exclusively pre-order the Amazon Fire phone today, ahead of its 30 September UK release date.

Announced in London today, the partnership will see Amazon bring its 4G phone to our shores in the same month new handsets will be released by Apple, Samsung and Motorola, making for a packed Christmas shopping season.

Prices start from £33 per month for a contract with 2GB of monthly 4G data. O2 has not commented on how long it will be the exclusive provider of the Fire phone for.

Dynamic Perspective

The 4.7-inch phone runs a heavily modified version of Android, similar to the Amazon’s Kindle Fire tablet range, and is the only phone to have Dynamic Perspective, which uses four front-facing infrared cameras to monitor the user and adjust the display based on their movement relative to the handset.

This creates a user interface which actively moves as you move, meaning you can “peek” around objects to view more information on products for sale on the Amazon website, for example.

Another feature unique to the Fire phone is Firefly, which uses the rear 13-megapixel camera to scan objects and quickly link you to Amazon, where you can buy them. Finally, Mayday gives 24-hour, seven-days-a-week support to help users troubleshoot problems with their Fire phone. Also found on the Kindle Fire HDX tablets, Mayday provides a near-instant video connection to an Amazon representative who can talk you through the phone’s features and help with problems.

More conventionally, the Fire phone has a screen resolution of 720 x 1280 producing a pixel density of 312 per inch, is powered by a quad-core 2.2GHz processor with 2GB of RAM, has a 13mp camera on the back an a 2.1mp selfie-shooter on the front, and is available with either 32 or 64GB of storage (although there’s no microSD card slot to increase this).

A year of free Amazon Prime membership is included with every Fire phone sold, which includes free next-day delivery, unlimited streaming and downloading of tens of thousands of films and TV programmes, over a million songs and hundreds of playlists.

The Fire phone received a fairly muted reception when it launched in the US earlier this summer, with analysts speculating no more than 35,000 handsets were sold during its first month. By contrast, Apple sold nine million iPhones in three days after the 5s and 5c went on sale a year ago.

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