Amazon shines a spotlight on content for first Fire phone ad

Amazon is focusing on content for the first ad for its upcoming Fire phone, promoting an offer to get a free subscription to Amazon Prime, rather than any of the phone’s features. 

Video: The first ad for Amazon’s Fire smartphone

The ad, which is airing in the US, shows two precious kids in a coffee shop chatting about all the content they can get on the phone, including films such as Skyfall and the Hunger Games, games such Minecraft and apps including Pinterest and Twitter. One of the kids then explain that the phone comes with a year’s free subscription to Amazon Prime, which usually costs $99 (£79) and offers access to a wide array of movies, TV shows and books, as well as free shipping.

The Fire is Amazon’s first foray into the smartphone market. Announced last month, it includes features such as a “point and shop” option, dubbed Firefly, and a 3D display.

While none of these features are mentioned in this first ad, Amazon could be reserving them for a second ad that is expected to run next week.

Mobile experts have been divided over whether the features will be enough to convince consumers to switch from rival phones and have questioned its high price. The Fire is set to go on sale in the US next week (25 July) and will cost $649 (£381) unlocked on any network.

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