Amazon has pushed the boundaries of shopping one step further, yet again, with the launch of its first smartphone, Amazon Fire.

The device is capable of recognising thousands of actual everyday items, through visuals or printed text, that people may want to buy and presenting a purchase option via the Amazon website. Users simply scan the item and wait to be directed to it online where it will be presented on screen in 3D.

In addition Amazon Fire can scan moving visuals like movies and TV programmes and provide more information or the details can be saved. While to offer a more immersive experience the device has Dynamic Perspective technology that uses a new sensor system that responds to how users hold, view and move the phone.  The sensor system also makes it possible for users to see close-up and back views items, and when playing games, the phone can take on the character’s viewpoint and can move their head to look around corners.

Other features include a Mayday button which links to a live amazon expert advice line, a link to a compatible second screen such as the Fire TV and free unlimited cloud storage of photos taken with Fire.

Amazon founder and chief executive Jeff Bezos said: “Fire Phone puts everything you love about Amazon in the palm of your hand – instant access to Amazon’s vast content ecosystem and exclusive features like the Mayday button, ASAP, Second Screen, X-Ray, free unlimited photo storage, and more.”

Maani Safa (@safatopia), vice president of innovation and creative at mobile specialist Somo, offers an expert viewpoint:

“There are two key features that make the Amazon Fire an interesting proposition. First was the introduction of 3D technology which came as no real surprise given the speculation. Four front-facing cameras track the users head movement in relation to the screen to create what Amazon is calling ‘Dynamic Perspective.’ The use of Dynamic Perspective within apps has the potential to create a more immersive experience for consumers. Following that, if implemented well, brands will find that consumers are having more valuable interactions with their content.

Second, Bezos unveiled ‘Firefly’, a technology that has the ability to recognise both real world objects and digital content. Ultimately, Firefly exists to benefit Amazon. With the ability to record previous scans, the process of purchasing from Amazon has just taken on a whole new dimension. Firefly can recognise over 70 million products, including household items, books and DVDs.

What impact will this have for retailers? If we can now scan a DVD in-store, and find that it’s cheaper on Amazon, the impact could be detrimental for bricks-and-mortar stores. Considering this combined with Amazon Prime, shoppers can have the item at the best available price on their door step the very next day, free of delivery charge. This takes concerns about showrooming to the next level and will be an interesting challenge for bricks-and-mortar retailers”.

Amazon Fire goes in sale in the US on July 25.

While Amazon may currently be steering potential customers to its website, we are also looking forward to the developments to follow as the technology is adopted by others within the industry to create highly interactive and experience based shopping.