The Amazon 3D Fire Phone was unveiled Wednesday as CEO Jeff Bezos took the stage to announce the company’s first smartphone. Specs of the high-end handset include 4.7-inch HD display, 2.2GHz processor, 2 GB RAM, and a 13MP camera and the company’s innovative 24/7 Mayday support.

The unveiling of this device could effectively signal the change of Amazon being an online retailer to a full-fledged tech company. Though the unit is optimized for media consumption and seemingly targeted to Amazon customers, it gives the Seattle-based tech giant an entry point in the world of mobile phones and mainstream electronics.

Recently, Amazon also unveiled the Amazon Fire TV, which could directly compete with the Roku 3 and the Apple TV. All these devices are available on top of its already famous Kindle and Kindle Fire tablets.

Amazon 3D Fire Phone demo

According to CNN Money, Bezos demonstrated the Fire Phone’s dynamic perspective feature on a 3-D map of a nearby Seattle area. He tilted the phone to the side while looking and the map began giving additional information, including search results for nearby restaurants. The company executive then tilted the phone again to get Yelp reviews. When viewing products online, Bezos then tilted the phone side to side to scroll, the network news site described.

“There’s a better way to scroll on this phone because of the dynamic perspective…It’s a very natural, easy, one-handed gesture,” Bezos said.

“I think you can probably imagine what the dynamic perspective technology can enable for gamers.”

The camera feature of a smartphone is deemed one of its most important selling points and it’s a spec that Amazon did not take any chances.

The FirePhone camera comes with lighting fast quad-core 2.2GHz processors, 2GB of RAM and a 13 MP camera. The snapper has an optical image stabilization feature, which allows it to stay open four-times longer than most cameras and effectively counteracts hand tremor when taking photos. There is a special button on the side of the camera to take images, rather than having to go into the phone to open the camera feature.

The Amazon Fire Phone is now available for pre-order and will be released on July 25. It is being sold for $199 on a two-year contract with AT&T and $649 for no-contract.

KpopStarz will continue its coverage of the Amazon Fire Phone so stay tuned for more details in the coming days.