The Fire Phone is the first smartphone from the retailer that found success with its Kindle Fire Android tablets in 2011. Powerful but affordable, the tablets plug directly into Amazon’s Kindle book store and streaming video services.

The Fire smartphone, meanwhile, features a camera that will use optical recognition technology to identify an object, or a piece of audio, and then let you add items directly into your Amazon basket. It also features a new head-tracking system that creates a fake 3D effect on screen without glasses.

So with these bells and whistles, can the Fire Phone replicate that success?