CEO Jeff Bezos is betting that customers who like its Prime service will also like the convenience of shopping on Amazon's smartphone. But will they pay for the privilege?
The Revolution comes with a 1.6GHz Intel Atom processor, a 4.7-inch screen, and either Google Android or Mozilla's browser-based mobile OS.
Second-tier phones and tablets from Gigabyte and Kobo will have the mobile browser built in, a move that could help Mozilla's ambition of having more mobile influence.
Kindle Fire buyers can cut the cost of a new tablet via a coupon code, but the sale goes kaput after Saturday.
The first mobile to run Mozilla's Firefox OS is now on sale in the UK, and will set you back just £60.
If you want to try Firefox OS, head to eBay: the only place ZTE is selling the Open Firefox phone in the UK and US.
The Amazon Kindle Fire HDX could be in your hands by tonight, starting at £199 if you don't mind a few adverts.
The Geeksphone Keon and Peak with Mozilla's Firefox OS software sold out almost immediately online.
The ailing smartphone maker is eyeing additional layoffs beyond the 5,000 announced during its previous fiscal year, says The Wall Street Journal.
Despite its daring aspirations and 3D-like party tricks, the brave, new Fire Phone's lack of Google services will alienate anyone who expects the flexibility of a modern Android phone.