As Apple demonstrated its brand new lineup of smartphones, it looks like Amazon was quietly killing off its own.
Amazon had been rumored to be working on a smartphone for years before the Fire Phone was unveiled. Just over a year ago we got our first look at the device, and all the predictions about Amazon’s phone being inexpensive were wrong; the high price tag and gimmicky features kept consumers away and the phone flopped. Now even Amazon has admitted defeat by ending sales of the device.
You would have to really dig for the Amazon Fire Phone now as most links to the phone in Amazon’s Fire device pages have been removed. When you do find them, both the AT&T and unlocked Fire Phone show up as unavailable and no more stock is expected. This isn’t just a question of running out, they just aren’t being offered for sale on Amazon’s website anymore.
Amazon’s move to stop producing the phone is no surprise. Despite all the buzz, it failed to become the success the company hoped. Only a few months after shipping, Amazon admitted last October that it took a $170 million charge mostly associated with the Fire phone and related supplier costs, and $83 million worth of phone inventory surplus.
While Amazon blamed the phone’s flop on badly pricing the device, some in the industry pinned the failure on the phone’s concept. Like Amazon’s other Fire devices, the Fire Phone ran a heavily customized version of Android without Google’s services. Amazon supplied the apps, music, video, and everything else. This was the Fire Phone’s greatest weakness as Amazon’s services lacked many of the features that make Android phones great. Fire OS is fine for a content consumption device like a tablet, but not a phone. The Fire Phone had a feature called “Dynamic Perspective” that used head tracking to adjust the UI, but it didn’t really make up for the missing features.