There was a lot of hype surrounding the Fire Phone before it launched but it was not what we expected when it was released in June.
It did not have the glass-free 3D display and the phone itself was clearly designed to tie customers in with the Amazon eco-system with only one end goal: buy more Amazon products.
One of the biggest flaws was the pricing and carrier strategy. It was exclusive to AT&T and the unlocked version cost $640 which was more than the Galaxy S5 at the time.
Now Amazon has dumped the price to $199.
Last quarter Amazon reported a $437 million loss and already warned there is more to come. What seems to be a race to zero for the Fire Phone surely doesn’t help.