Amazon's First Fire Phone Commercial: It's All About the Prime

It's not surprising that Amazon's first Fire Phone ad ditches the predictable hardware boasts to hone in on the benefits of Prime.
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Louis Ramirez
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Contributing Writer

Amazon's flagship smartphone is hours away from launch, so to remind you of the handheld's upcoming availability, Amazon has released its first Fire Phone television commercial. But rather than hype the device's unique features — like its quintet of infrared cameras or built-in customer service — the 31-second promo focuses on the benefits of Amazon Prime.

The ad centers around two tech-savvy (borderline annoying) kids as they browse through Amazon's video and app catalogs from their respective Fire Phones. Seconds later, two eavesdropping adults enter the conversation, and that's when the kids commence spewing the benefits of Amazon Prime. While some may find the ad a bit odd (especially when compared to Apple's latest iPhone promo), it's not entirely surprising that Amazon would take this route.

Analysts predict the Fire Phone will generate as much as $2 billion in e-commerce sales for Amazon. So the e-tailer isn't trying to sell you a phone, but instead trying to lure you into its ecosystem. In fact, one of the phone's biggest features, the magical Firefly app, was designed for impulse buys giving users buy-on-sight capabilities.

Readers what do you think? Is this a smart commercial that makes you want to buy a Fire Phone, or should Amazon have focused on the phone itself? Let us know in the comments below.

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Louis Ramirez
Contributing Writer

With over a decade of experience covering technology, Louis Ramirez has written for CNET, Laptop, Gizmodo, and various other publications. Follow him on Twitter at @louisramirez.
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5 comments
ann83
no matter what content is on the phone but at least i would like to know display and ram features... is it worth it?
September 6, 2014
Greg the Gruesome
I think the boy is wearing the same eyeglasses as the model in the photo that's posted with this Victoria's Secret deal:
http://dealnews.com/...ipping-padding/1106890.html
July 23, 2014
Scroogus Maximus
Commercial tells me: "If you want your kid to be an obnoxious twit,allow the little buggers to get on Prime." Says next to zip about the phone...but why bother when Amazon's steadily-declining delivery services allow perpetual extension of free Prime? Of course, since Amazon's being sued for allowing obnoxious Prime kids to make in-game purchases on their parents' accounts, the commercial's point should be a foregone conclusion...

Basic rules of memorable advertising:
1. Tell them what you're going to tell them
2. Tell them
3. Tell them again.
4. If you can include a jingle that gets what you told them stuck in their heads, so much the better. Content is COMPLETELY irrelevant. Perfect examples: M&Ms, the LEGO Movie theme song.
July 23, 2014
Louis Ramirez (DealNews)
Also, does anyone else find it odd that the little girl is reading Sheryl Sandberg's "Lean In" and playing around with Pinterest? Perhaps I just had a different childhood.
July 23, 2014
rampo
In my opinion, free Prime is the ONLY selling point for the Fire. A locked, 2-year contract phone for $200? No thanks. For that price I can get a new factory unlocked 16gb Moto G. As for easier impulse buying, so far I've had absolutely no problem doing that on my own.
July 23, 2014