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Flashback: how Amazon Fire Phone's big bet on 3D and impulse purchases failed

In 2004 Amazon CEO Jeff Bezos created a team to build an ebook reader – in 2007 the Kindle was born and it went on to dominate its market. Then in 2011 the Kindle Fire Android tablet arrived and while it couldn't quite achieve the same domination it became a major player in its niche. What was next? An Android phone – but not one that is beholden to Google. At the end of July 2014 Amazon unveiled the Fire Phone. It ran Fire OS, the company’s fork of Android that has been reworked to slot into the Amazon ecosystem much like the Kindle readers and Fire tablets were. By that we mean that...



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