Amazon’s new smartphone, the Fire Phone, hits stores July 25. Preorders started June 18.
At the phone’s launch event, Amazon CEO Jeff Bezos said that the company tried to build a phone that was extremely innovative and different.
There are some major features that set it apart right off the bat, including its “dynamic perspective” effects, which make images feel 3-D, its motion-sensing capabilities, and Firefly, its visual search engine.
Disclosure: Jeff Bezos is an investor in Business Insider through his personal investment company Bezos Expeditions.
Amazon shows off its dynamic perspective feature right from the lock screen. When you tilt the phone, you see the balloons from slightly different angles so they feel 3-D.
Although you can use any picture you want as a lock screen, the Fire ships with more than a dozen custom images that will take advantage of dynamic perspective.
(image url='http://static.businessinsider.com/image/53a2275a69bedd76626881fc/fire_phone.gif' link='lightbox' size='secondary' align='right' clear='true')
The Fire also shows off dynamic perspective working together with its motion sensors in games. To play a game, you can use a combination of phone and head tilts to control the action.
(image url='http://static.businessinsider.com/image/53a22c0eecad048960c83994/fire_phone3.gif' link='lightbox' size='secondary' align='right' clear='true')