On July 25th of 2014, Amazon took a major leap of faith with their entry into the mobile phone market with the Amazon Fire Phone. This was an Android Phone that was completely devoid of Google’s Application Ecosystem. This AT&T exclusive phone was released and failed to sway users away from existing ecosystems into the new Amazon ecosystem. Despite everything Amazon tried including aggressive price cuts, bundling a year of Amazon Prime, Firesales and unlocking the phone – it still failed to sell. This post will take a close look at the Amazon Fire Phone to try to understand the reason for its failure.