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The first Amazon Fire phone commercial is all about Prime

July 18, 2014

Remember the Amazon Fire phone? We kinda forget about it, to be honest, as we haven’t really heard anything about it since Jeff Bezos showed it to the world on June 8.

With a week to go the phone’s exclusive launch on AT&T, Amazon is now beginning its Fire phone marketing push with a TV commercial that highlights one of the biggest perks that come with the device – one “free” year of Amazon Prime.

Amazon Prime, normally going for $99/year, includes free two-day shipping for many Amazon items, an ebook per month, movies, and a music streaming service. Having all these services for free for a year is a tempting proposition, but we wonder whether it’s enough to make it worth paying $199 on a 2-year AT&T contract or a whopping $649 for the unlocked version of the Amazon Fire phone.

It’s not that the Fire phone is a bad device, but, as my colleague Simon Hill put it, the Fire is expensive compared to the competition and it’s locked into Amazon’s platform, which is simply not as good as Google’s.

Amazon’s new commercial doesn’t mention some of the Fire’s other highlight features, such as the 3D effects and Firefly, which lets you identify everyday items and look them up in Amazon’s endless catalog. So expect more ads like this in the coming days.