In Seattle, Amazon unveiled its latest device, the Amazon Fire, a smart phone with a 3D display.
There's the Empire State Building.
When a user looks at the screen, and tilts it, information can be layered on top, giving it depth.
Just to tilt my phone a few degrees.
And up pops more information.
To make the dynamic perspective feature work, Amazon added four additional front facing cameras.
And facial recognition technology to track your eyes and proximity to the phone.
The phone also has Amazon only features like the Mayday app, which connects you to live assistance.
And the new Firefly feature.
When you first pick up the phone, you'll notice the cameras on the corners 1,2,3,4.
Also, the central one.
Also, this button on the side, gives you direct access to Amazon's Firefly.
Firefly allows a photo search of phone numbers, web sites, and goods you can buy through Amazon.
But it also recognizes songs and movie scenes.
We've just recognized the King's Road.
The 32-gigabyte version will cost $200 and the 64-gig will run $300 with a contract.
Both include a free Amazon Prime membership for a year.
They don't care about making money on the hardware.
They just want you to sign up for Prime and use all of their services.
Listen to your music, get videos and buy all your stuff.
The phone is available for pre-order now and will ship on July 25th, exclusively on AT&T.
In Seattle, I'm Kara Tsuboi, cnet.com for CBS News.