Amazon is a retailer, so it's not surprising their new cellphone would be built for shopping.
It can also recognize sounds and link back to the music, movies and TV shows they come from.
According to Amazon, Firefly can recognize over 100 million items, including 245,000 movies and TV episodes, 160 live TV channels, 35 million songs and 70 million products.
So you can think of Amazon's new cellphone as combining showrooming on steroids with a mobile Amazon cash register.
Other features include a 4.7-inch screen (slightly bigger than an iPhone), a 13-megapixel camera and earphones that resist tangling.
It also has a "dynamic perspective" feature than uses 4 onboard cameras to track a user's head movements so it can provide 3D like images. Pretty cool.
The phone is priced at $199 to $299 with a two-year contract. This is cheaper than similar iPhones, but not as aggressively priced as many expected.
Analysts are split on how successful Amazon's foray into cellphones will be. It's a very competitive market with Apple and Samsung well entrenched. It's also unclear how many people want a cellphone optimized for shopping.
But underestimating Amazon has proven (or proved, for those who take grammer more seriously than I do) in the past to be a bad idea.