Amazon announced their brand spanking new Fire Phone today during a private press event in Seattle. Amazon’s first stint in the smartphone market, the phone boasts a 4.7 inch Gorilla Glass display, a quad-core 2.2ghz processor, Adreno 330 GPU, 2GB of RAM, and a rubberized frame with aluminum buttons.

For all of you professional instagrammers, you may be pleased to hear that the phone has a 13-megapixel rear-facing camera and multiple front-facing cameras that work in sync to create “dynamic perspective,” the ability for the phone to adjust its display based on the angle the user views it from. To sweeten the pot, Fire Phone also comes with unlimited cloud storage for photos, so you’ll never lose any of those precious selfies you love to take.

As you can imagine, the Fire Phone bears a strong emphasis on e-commerce, making shopping a huge focal point for the device. Using the phone’s “Firefly” feature, it will access its camera to identify DVDs, books, QR codes, CDs, URLs, phone numbers, games, barcodes and more. After detection, users can purchase these items by quickly tapping a button, which will send them straight to an Amazon buy page. How nifty.

Now I know what you’re thinking: the folks responsible for Amazon’s branding must seriously be pyromaniacs. You’re probably also thinking that this Amazon phone looks like an interesting and viable competitor, if you’re anything like me. Either way, the phone will be hitting AT&T first on July 25, with the 32 GB model going for $199 and the 64 GB model going for $299, bearing you sign a 2 year contract. Otherwise, the 32GB and 64GB models of Fire Phone will cost you $649 and $749 respectively on Amazon.

[HT: The Verge]