Amazon seems to be dipping its toe into a lot of ventures, as the brand tries to see where it can take advantage of growing markets.

Previously, it aimed to see how it can fare in the gaming community, as it released the Amazon Fire TV, which is technically a top-box media device that's Android-based and allows for media streaming. Not only that, it also has a gaming component, where users can buy an additional game controller so they can transform it into a gaming console without competing in the price department of top rivals PS4 and Xbox One.

The latest venture Amazon is taking is in the smartphone industry, perhaps a follow-up to Amazon's introduction of the Kindle (and its own contender in the tablets department).

Phone Arena has managed to get its hands on an image which features the front and back of the Amazon smartphone, a first look for the device. The image has also been verified by a number of sources already. Though it still looks like a render, it is reportedly the same design that is being used internally.

More than this, what's noticeable is that it is fairly very similar looking to other smartphones. The front looks like a cross between the body of an iPhone and a Samsung Galaxy handset. The back differs from most handsets because of the big Amazon logo emblazoned on the upper half of the phone.

So far, the specs that have been reported about the device includes a 4.7-inch screen, a customised Android OS like the Kindle Fire and Fire TV devices and a special data "Prime Data plan" to get free content from Amazon's digital collection, according to Venture Beat.

Expected Advanced Features: Glasses-free 3-D Screen?

Perhaps what also sets apart the Amazon smartphone goes beyond the hardware design, as previous rumours have also pointed to the possible 3-D screen without glasses, making the smartphone a pretty high-end one to get such features.

The Wall Street Journal reports that, to do this, the Amazon smartphone may feature retina-tracking technology that would enable the smartphone to have 3-D qualities and give off hologram-like images on the 3-D screen even without the use of 3-D glasses.

In addition, it may also make use of technology similar to Samsung's Smart Stay device which makes use of the eye tracking technology for the user to navigate through content.

If this does push through, then Amazon would be able to make a mark as having the first smartphone to feature 3-D screens, setting it apart from its competitors immediately.

Of course, the first contention here would be the price: 3-D screen technology and tilt-motion tracking instead of gestures are features that will require more advanced technology and one that would certainly come with a cost. Add the reported Prime Data for access to Amazon digital collection and consumers will start to wonder the kind of market that the smartphone will target.

But Laptop Magazine reports Amazon may actually be looking at two versions of the smartphone: one would be the more high-end version and the other will be at lower-end device that will have a better, more competitive price point.

For now, the Amazon smartphone is rumoured for a summer 2014 launch date, though this has not yet been confirmed by the company.

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