Skip to content

Should You Be All Fired Up About Amazon’s New Smartphone?

Should You Be All Fired Up About Amazon’s New Smartphone?

Smartphones have become such a central part of our existence: more than two-thirds of all Americans have one, and they have rapidly become the most popular way to access the internet and do some online shopping. For a long time, we’ve had just a few platforms to consider: Apple’s iPhone, Windows Phone, and Android based phones. Now there’s a new player in town: Amazon’s Fire phone.

Amazon has been in the hardware business for a while now. What began with the humble Kindle reader has grown into a full suite of e-readers and tablet computers. The move to a smartphone isn’t about competing with Apple and Android devices, according to Michelle Maisto at eWeek. She writes that while the Fire has some neat navigation features, it’s only offering fairly typical smartphone functionality – with one major exception: the Firefly technology that allows users to snap a picture of a product, QR or bar code, web address or phone number and instantly find the products affiliated with that image on

The implications for the retail world are potentially very profound. Show rooming is already a very big problem for independent retailers. Multiple apps have been developed to allow shoppers to comparison shop from their smartphones: if they find a lower price online than you’re offering in your brick and mortar location, there’s a good chance you’ll lose the sale. Firefly – which includes the Amazon Prime benefit of free two-day delivery – makes instant gratification even easier.

Every retailer on the planet needs an Amazon strategy. There are multiple ways to think about this. One school of thought is the “If you can’t beat them, join them!” in which retailers make some or all of their offerings available via Amazon’s sales portal. There are, obviously, costs associated with this choice, but should the Fire prove to be a popular smartphone, being included in Firefly search results could certainly drive sales.

Another avenue is to embrace the experiential model of retail, in which the merchandise, service, and ambiance of your store are so compelling that customers will seek them out deliberately, even if the prices you charge are higher than those found on Amazon. This is a labor-intensive, long-term strategy, but it has worked well for some brands.

A third route is a hybrid approach, which combines an Amazon presence with an optimized in-store experience. This allows you to take advantage of the new reach the Fire phone will offer while keeping your focus on your current brand building efforts.

Which avenue is right for you?

That’s actually not a simple question. Deciding what’s best for your business requires looking at your current situation, your plans for growth, and your existing digital infrastructure. Adding an Amazon presence to your marketing mix can increase sales, but you also need to be strategic in order not to dilute your brand’s presence. Need help figuring out what you should do? Give us a call. We’ll help you discover all of your options and choose the one that’s right for you.

Share This:

Book FREE Trial

We know that getting back into fitness is tough! Let us help you achieve your weight boxing workouts.

Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office