From this day forward Amazon will no longer be known as the giant online retailer that also makes tablets and Kindles, but also as a company that makes smartphones. That’s right, Amazon has revealed its new smartphone, the Fire Phone. It’s Amazon’s first and only flagship smartphone to be designed by the company itself using materials like a rubberized frame, stainless steel reinforcement and aluminum buttons. Oh, and it only comes in black. Unfortunately for Amazon's little design boasting, the Fire Phone looks like an entry-level, basic smartphone instead of a premium flagship device.

The Fire Phone is 0.35-inches thick (compared to the 0.30-inch iPhone 5s and 0.34-inch Nexus 5), primarily made from plastic and is unexpectedly expensive, albeit isn’t lacking when it comes to features and specs. Prices start at $200 for a 32GB Fire Phone with a two year contract on AT&T, or $650 unlocked. The Fire Phone features an ultra-bright, Gorilla Glass 3-protected 4.7-inch IPS LCD HD display with the resolution of 1280x720 (315ppi), which Amazon says is the right size for one-handed use. A Gorilla Glass 3 panel can also be found covering the back of the Fire Phone which is surrounded by a rubberized plastic frame similar to the Nexus 4.