(SEATTLE) -- Amazon wants to set the smartphone market ablaze.
The online retailer unveiled its entry into the crowded smartphone market on Wednesday -- the aptly named Fire phone, which Amazon CEO Jeff Bezos said is ideal for one-handed use.
Bezos held up the long-rumored device, which appears slightly larger than an iPhone, at an event in Seattle, where he touted its sleek design, comfort and durability.
The black phone has a 4.7-inch screen. Bezos said the team at Amazon "obsessed over outdoor viewing" and created a device that can easily be read, even in outdoor light.
Photography fanatics will also be interested in the Fire phone's high-end camera specs, which include optical image stabilization and tiny motors that can adjust for natural hand tremors as a way to decrease the blurriness of photos.
The phone's shutter also excels at low-light photography, Bezos said, noting that the shutter stays open four times longer to capture more light.
The phone will be integrated with features found on other Amazon devices, such as a Mayday button for tech support.
It will also come equipped with a new feature called Firefly, which will allow people to take a photo of anything -- from a book to a game or a container of kosher salt. The camera will then be able to identify the item, like Google Glass, and direct users to Amazon to make purchase. Firefly can also recognize art and music.
The announcement is just the latest in an ambitious plan from Amazon, which has expanded its business into tablets, e-readers and most recently, a television streaming device box.
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