Once again Amazon have dropped the price for their Fire Phone to below the £100 mark. With the RRP being significantly higher than that, there's a huge saving to be made with this deal. That said, this really is only for dedicated Amazon shoppers. While the 24/7 customers support apps and easy access to Amazon's various online shops are impressive, the FireOS isn't the most intuitive for newcomers.
At the end of the day, the price drop of this deal makes it a much more agreeable purchase, but at this point there are other handsets out there with better overall performance. One final note - O2 are reportedly not allowing users to unlock their phones from the network, so do bear that in mind before buying. Thanks to mobilenerd @ HUKD!