Despite all the talk of a fully-fledged 3D display, the announcement by Amazon’s CEO Jeff Bezos was much more restrained.

Build quality and price rival that of Apple and Samsung, but industry experts were divided on the Fire Phone and how it measures up to the competition.

Ernest Doku, mobiles expert at uSwitch.com, said: “Amazon already has two very effective power-ups in its armoury: brand power and reams of content that smartphone users can soup up their mobiles with. Add those to a quality handset and the mobile market may well have a Trojan Horse on its hands.

“However, focusing on the Fire Phone’s impressive faux-3D display, luxurious build and 13MP camera in isolation is completely missing the point.

“Amazon’s killer blow lies in its deep connection to the Prime subscription service. The Fire Phone is rather a gateway into its millions of books, movies and music on demand, making the device key to a very appealing package.

“Fire Phone distills the best of Amazon user experience in Firefly, with a single button on the device turning your world into a shop window. You like it, snap it and you can buy it – but, natur-ally, only from Amazon.”