Amazon has unveiled its first handset, offering 3D visuals - thanks to four face-tracking cameras on its front - and gesture controls.
The Fire Phone allows its user to change an image's perspective by moving their head, rather than creating "pop-out" effects.
The owner can also scroll through a webpage or bring up menus by tilting the smartphone in their hand.
Chief executive Jeff Bezos announced the phone at a press event in Seattle.
One industry watcher had doubts about what was on show.
"We've seen similar gesture controls on Samsung's Galaxy range, and not many people use them," said Francisco Jeronimo, a mobile devices analyst at market research firm IDC.
"Unless the experience is extraordinary it can come across as a gimmick. I'd be surprised if Amazon has succeeded when Samsung hasn't, but I'll need to try it.
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