Amazon's first UK foray into the battlefield of the mobile phone market has been confirmed this week, with its Fire Phone device set to arrive on these shores on September 30th.
The gadget – which is available for pre-order now – is exclusive to O2 in the UK and comes with no upfront cost on certain tariffs, or for £399 on the cheapest deal.
As well as this, Amazon is throwing a year's free membership of Amazon Prime into the bargain, worth £79. For this, buyers will get access to thousands of movies and TV shows with Prime Instant Video, as well as 500,000 ebooks to borrow and unlimited one-day delivery on millions of items. The offer expires on December 31st though, so you shouldn't hang around too long if you want to take advantage of this.
Despite the fact the Fire Phone has made an underwhelming start in the US, the internet giant is still trying to remain upbeat about the handset's prospects in the UK, with director of the project Cameron Janes highlighting the phone's "amazing value" to the Guardian.
He added: "We think the Fire Phone will be a great phone for Amazon customers, amazing for Prime customers, but it's a very competitive phone and good for people who want a new phone in general."
Some commentators have suggested the Fire Phone might be at a bit of a disadvantage compared to some of its rivals, as while it has Android operating system underneath, it uses Amazon's own version of the software, which lacks Google's services and relies on Amazon's own app store.
This offers just 240,000 apps, compared with 1.3 million for the main Android app store, but Mr Janes insisted this is not necessarily a bad thing, emphasising the fact the firm has chosen quality over quantity.
"It's about having the right apps, the apps that customers really want," he said, adding: "For the UK we've got apps like BBC Sport, the Met Office, Just Eat, Time Out and Yplan, so we're making sure we deliver relevant local apps too."