To complement the Kindle, Amazon has launched peripheral smart devices. In the company's
first significant push into smartphones, Amazon launched the Fire smartphone in June 2014.
The device boasted features that included hands-free scrolling, holographic images, and
software that uses the phone's camera to detect merchandise in an effort to do "something
different and better." While the hardware competed with smartphones from Samsung, Google, and Apple, the differentiation lies in the potential for the phone's software to facilitate
shopping, with some analysts likening the device to the one-click check out that the company
introduced on its website in the late 1990s. Thus, the device's "Firefly" feature enables the
to point the phone at conceivably any item that can be purchased on Amazon, including music
and television shows, and then order it online in seconds. This creates the opportunity for
commerce at just about any moment for the consumer who carries the device. The device also
offers unlimited photo storage via Amazon 's cloud, circumventing a common issue by which
users, who typically rely on their smartphone as their primary camera have diminished storage
space for apps or music due to the data drain of storing photos on the device itself.