Scathing comments on other forums from pro-Android, pro-Amazon folks. This phone is DEAD on arrival and it is all due to price and having only one carrier. Unlike their Fire tablets which compete on price, this phone essentially has priced itself identically to top tier smartphones from Apple, Samsung, and others. It starts at $199 with a 2 year contract on only a single carrier, or $650 unlocked but still restricted to only AT&T for service. For this you are getting an Amazon only ecosystem phone, no Google Play Store (Amazon's selection is far more limited), a gimmicky parallax feature and "Firefly" which is nothing more than another way to get you to spend every one of your dollars with Amazon (and Firefly like features are available through apps on every other platform).
If you look at Amazon tablets they sell to folks who want a "good" tablet but don't want to spring for an iPad. Had this phone been free on contract or $250 for an unlocked version... all on any major provider you would have a compelling alternative to Apple, Samsung etc. but instead Amazon hopes you don't notice the lack of apps, real world polish with calendar, contacts, messaging etc. when you are blinded by the "cool" effect of parallax tracked to your face.
This phone is DOA. It won't exist in this pricing or form in 12 months (I like Amazon, spend more money with Amazon than with any other business in my life and am a long time Prime subscriber.)