Consumer Behavior - Amazon Fire Phone

Last year Amazon debuted its Amazon Fire phone, a smartphone to compete with the likes of the iPhone and Samsung devices, two of the biggest names in the cell phone game. The phone offers consumers a 13 MP camera, 4.7" display, 2.2 GHz processor and a long battery life. Those that purchased the phone were also given one free year of Amazon Prime with their purchase.

The advertising for the phone were commercials that showed two children that came across as little hipster people. They were well ahead of the game in comparison to the bystanders they encountered in each commercial. Amazon was trying too hard to look like the cool kid in town and they definitely failed because these kids came off a little douchey. Apple and Samsung were able to maintain the "cool" factor while still being personable and likable.

According to alternet.org, the Fire phone was one of the biggest flops of 2014. There really wasn't any demand for another smartphone, let alone an Amazon smartphone. Apple and Samsung had already set the bar and have been fulfilling consumer's needs. If Amazon really wanted to have a chance at successfully selling their phones, they should have released them years ago. The features and apps on the phone were also very limiting and one of the many turn offs for consumers.