UK Amazon Fire smartphone prices axed 75% for one day only
Amazon has slashed the price of the Amazon Fire smartphone following disappointing uptake of the e-commerce firm’s flagship device.
As part of Amazon’s Deal of the Day consumers can pick up the handset with a 75 per cent discount as it looks to shift excess stock of the underperforming smartphone.
Amazon is today (27 January) selling the ‘Amazon Fire Phone, 32 GB’ for £99, down 75 per cent from the usual £400 price tag. The 64GB model has also been reduced to £149 from £479.
The Amazon Fire smartphone, which boasts dynamic display features and a 13 mega-pixel camera, was hamstrung by its lack of access to the full Google Play Store and an excessive asking price - putting it in range of Apple's flagship iPhone models.
Before its UK launch in October, Amazon shifted a mere 35,000 models in the US. As a result, Amazon was landed with over 207,000 unsold Amazon Fire devices in that period.
Last June, a series of digital experts from DigitasLBi, Carat, Ogilvy, Tribal Worldwide, TH_NK told The Drum that the smartphone was not the ‘iPhone killer’ Amazon founder Jeff Bezos claimed it would be.