A lot of controversy has welcomed the launch of Amazon.com Inc (AMZN)’s new and first ever smart phone- Amazon Fire. An expert claims that the company is using the phone to help them collect information and corporate insight into how they can sell more and more products online. A mobile strategist with UserTesting – a group for user testing – Michael Mace said that the Amazon Fire cannot be looked upon as an effort by Amazon.com Inc (AMZN) to break into the market for mobile phones. The phone cannot be expected to sell by millions. He also said that if you change your perspective, i.e. look at the phone as an experiment to aid Amazon.com Inc (AMZN) determine what it needs in order to perform e-commerce through phone, it will give the phone a better look.

Amazon Fire was launched on the 27^th of July this year, which is about seven years after the release of the first ever iPhone. The experts had very high expectations of the phone, predicting that Amazon.com Inc (AMZN) would probably have employed novel technology to give their shoppers and users an amazing experience and even pull some of the Android and iOS users towards them. Unfortunately, even before the beginning of sales, some reviewers, who had initially used the phone for the purpose, shared nothing but criticism of the technology employed in the Amazon Fire – the phone uses new Dynamic Perspective and Firefly technologies. A reviewer from Computerworld said that the phone was odd and quite different. Re/Code’s Walt Mossburg said that Amazon.com Inc (AMZN) had taken an interesting step, however, some of the new features of the phone were nothing but frustrating.

Amazon.com Inc (AMZN) listed the Amazon Fire at the top of its list of best sellers ever since sales began. However, the company has yet to reveal the actual information regarding the initial sales of the smart phone. As of Monday, the phone had second highest number of sales in the phone market, right after Samsung Galaxy S5.

Amazon Fire has a 32GB model, that is sold unlocked. By Monday morning, about 368 buyer reviews of this model had appeared. Over 55 customers said that they will probably return the phone after trying out for a while. Some customers claimed that the phone was too expensive and yet it lacked basic standard Google applications. Some also said that the phone was complicated to use while others complained of the battery. So overall, the company did not see much praise for its new phone.

The new features employed in the phone, namely Mayday, Firefly, Carousel and Dynamic Perspective, were tested by users at UserTesting. Their study has shown that some features are actually very useful. Firefly helps to rapidly go through all the online products to gain information about them. This feature proved the most popular among the testers, but now popular enough to persuade them into giving up their own phone for Amazon Fire. 26% of the testers said that they will buy the phone when they wish to upgrade.

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