Amazon Tackles Smartphones With 'Fire Phone'

The phone is indeed an AT&T exclusive, and will arrive on July 25 for $199 with a two-year contract.

A new feature known as Firefly lets you point your Fire Phone at "over 100 million items" and get an identification in seconds.

The Fire Phone includes Mayday, the live customer support option that debuted on the Kindle Fire HDX tablet.

In carousel mode, you can scroll, scan, and take action without opening the app or leaving the carousel. Scan and delete emails, see your next appointment, find recent photos, access most visited web sites, and more, right from your home screen carousel.

Peek in maps to show Yelp ratings.

Music you buy from Amazon is instantly available on all your devices—buy on your Fire phone and listen right away with the Amazon Music app.

The Fire Phone taps into Fire OS 3.5.0, which is Amazon's customizable version of Android.