Amazon has revealed it’s brand-spanking new smartphone, the Fire Phone, but does it have the burn to compete with the saturated high-end market out there? Here’s everything you need to know about the online commerce company’s latest entry into their device range.

Well, that’s new

One of the handset’s most-unique features is its 3D effect while viewing. The device hosts a front-facing head-tracking camera that will adjust the display to the orientation of your head, creating three-dimensional depth while using the phone. The feature also extends to developers, who can build apps and games that utilise the 3D capabilities.

Under the hood

The Fie Phone’s 4.7-inch HD display not the only impressive feature, as it features some hot specs too, as it includes a 2.2 GHz quad-core processor, 2GB of RAM and a 13-megapixel camera.

The camera itself boasts optical image stabilization and an f/2.0 aperture, which will put it in line to content against the likes of the iPhone 5S, maybe even trumping it in the low-light department.

I want that!

Another nifty feature is the dedicated Amazon “Firefly” button, which lets users scan real-world bar codes of books, CDs, magazines etc, and pull up the Amazon page for the product.

The button also allows a Shazam-like app to “listen” to songs and identify the track, taking you to the artist page on the Amazon store.

It’s all about the perks

The Fire Phone includes one year of Amazon Prime service, which normally costs $99 (around R1057) . This includes a selection of streaming video, streaming music and e-book rentals, and Amazon is throwing in unlimited photo storage as well.

So how do I get it?

At the moment, the Fire Phone is an AT&T exclusive, and the 32 GB and 64 GB versions will cost $649 (around R6,930) to $749 (around R8,000) respectively when it launches on 25 July; so availability in SA is a no-go for now.

Check out more on the Fire Phone from TIME’s coverage.