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Check out Amazon’s Fire Phone 3D effect in action in this video

After months of speculation, Amazon today unveiled the Fire Phone, its first foray into the smartphone market. At the Seattle event, CEO Jeff Bezos showed off some of the Fire Phone’s unique features, including “dynamic perspective,” which offers users a 3D view of the world through their smartphone, and Firefly, an image-recognition feature that lets users identify items around them and, perhaps most importantly, purchase the items on Amazon.

In the above video, customers test out the new Fire Phone and its features. It will be shipped to store starting July 25, but you can preorder it today.