Amazon on Wednesday unveiled its "Fire Phone," a high-end handset which enters a crowded smartphone market competing against the likes of Apple and Samsung, media reports said.
Amazon founder Jeff Bezos unveiled the device, which has a 4.7-inch display, a high-definition camera and Amazon's free help service.
The handset has what Bezos called a "dynamic" display which shows three-dimensional images, and a scanner which recognizes products for sale and a variety of other objects such as artworks.
The new device, Amazon's first smartphone, has the potential to shake up the segment because of online giant's clout, large customer base and willingness to sell devices at low profit margins.
Bezos invited a small group of journalists to the unveiling in Seattle, Washington, where the company is based.