How badly the Amazon Fire Phone failed may surprise you

Frankly, this story shouldn't surprise anyone. We did report that the Amazon Fire Phone was on top of the Amazon smartphone sales list for a while, but we were clear to caveat that fact with the information that "Amazon is not a factor in sales of smartphones in the US", according to NPD, and that there was a relatively high proportion of reviews mentioning the word "return"...
This is a discussion for a news article. To read the whole news, click here


41. GreekGeek

Posts: 1276; Member since: Mar 22, 2014

If you are Chinese then you should be ashamed of yourself for the merciless bullying and coastal territory grabbing that your country is doing right now along with the countless patent / intellectual property violations that has plagued your beloved land since the dawn of digital age.

43. ManusImperceptus

Posts: 724; Member since: Jun 10, 2014

Not to mention the one-party dictatorship. Or animal cruelty. Or Tibet.

14. seanwhat

Posts: 321; Member since: Jul 11, 2013

they're trying to sell a phone that no-one asked for. this worked for them in the past because they sold their product at super-low prices, and made profit with after-market sales (eg in their marketplace). but this time they're selling the product no-one asked for at a high price. there's no incentive for anyone to buy it.

15. cc2400

Posts: 74; Member since: Aug 21, 2014

If it had been $199 outright w/o signing a 2yr contract, then it would have sold a lot more.

16. joey18

Posts: 668; Member since: Jul 20, 2010

fire phone 300 is fine

19. Nexus4lifes

Posts: 294; Member since: Feb 13, 2014

poorly specked, stupidly priced... is there a better way to describe the fire phone...?

26. dorianb

Posts: 617; Member since: Oct 24, 2012

Still not TOP contender for worse phone-series ever. KinONE & KinTWO

27. Awalker

Posts: 1977; Member since: Aug 15, 2013

That's totally unexpected. I was sure it would sell less.

28. KillgoreTroutTime

Posts: 433; Member since: Jan 06, 2014

This product was just a test for Amazon. I fully expect Amazon to be a prominent figure in the cellphone market in the coming years. I just wished they had used a different strategy. Make an awesome phone on par with the m8 and others, but then just sell it at a loss. Amazon doesn't need to make money on phones for many years. They just need to grow their market share right now.

29. gigaraga

Posts: 1454; Member since: Mar 29, 2013

Too expensive, and bit too much on the gimmicks side. Plus, it needs to have similar specs to flagship and a better OS (if possible) for it to compete against the big boys

30. hellonerds

Posts: 334; Member since: Aug 27, 2013

If this was on tmobile might sell a tiny bit more due to tmobile have great plans.. but carrier only phone will fail.. I remember having a att iphone 1st gen and I didnt activate it and just unlocked it on tmobile lol.. Exclusive phone failes

34. rajasasuke

Posts: 17; Member since: Feb 19, 2014

dont surprise they should released first cheap phones like moto g first 4.7 inch 720 display 1gb ram quad processor 16gb/32gb 8mp/2mp rfc and ffc priced around 200$

51. 0xFFFF

Posts: 3806; Member since: Apr 16, 2014

Nobody wants an "Amazon" phone. There is no value for the customer. Sure, Amazon could try and sell something cheap, like a $40 "Lumizon 520", but that will sell based on price, not because there was some special "Amazon secret sauce" that people had to have.

35. Adrian38

Posts: 142; Member since: Nov 05, 2012

The only surprising thing about this phone is that it sold anywhere near 35,000 units...

36. dorianb

Posts: 617; Member since: Oct 24, 2012

It's even funnier when you realized they sold 35,000 yet Amazon employee count is around 110,000.

50. 0xFFFF

Posts: 3806; Member since: Apr 16, 2014

Reminds me of Microsoft trying to make their employees use WP... that "eat your own dogfood" BS. Nobody wants to use that crap. People didn't start using WP, they just did a better job hiding their iPhones. Microsoft forgot the simple lesson: If the dog don't wanna eat the dog food, the dog food must be really really bad.

38. JunkCreek

Posts: 407; Member since: Jul 13, 2012

now we have a new word: Firelure

45. bugsbunny00

Posts: 2264; Member since: Jun 07, 2013

why did it fail? thats surprising,..

53. tokuzumi

Posts: 1907; Member since: Aug 27, 2009

This phone is only available online, right? The general consumer will want to hold the phone and play with it before purchasing. When I ordered new service and new smartphones 2 years ago through Amazon, I went to a brick and mortar store, played with the available phones, and then placed my order through Amazon, since I could save $400 on the device cost.

55. cR203

Posts: 209; Member since: Jan 27, 2013

Nobody should be surprised this phone failed. I thought it was a pointless phone from day one to be honest. Its failure was inevitable. I see no reason why somebody would want to buy it.

56. chuongster

Posts: 33; Member since: May 13, 2012

amazon just testing the market similar to their kindle line.
This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit for samples and additional information.