As if September wasn't already looking like a blockbuster month in smartphone land, Amazon has announced that its Fire Phone will be touching down in the UK on 30 September.
The Fire OS-based handset will arrive as an O2 exclusive, and will be available free on 24-month contracts starting at £33 per month.
The Amazon Fire Phone was announced back in June, but like the company's Kindle Fire tablet it was initially available only in the US.
In the end the Kindle Fire took more than a year to cross the Atlantic, but fortunately its smartphone counterpart has been given the international green light far quicker.
Choice is always a good thing, obviously, but considering the other new arrivals touching down this month, it's hard to see much of a market for the Fire Phone.
Like the Kindle Fire, the Fire OS on board Amazon's smartphone is based on Android but cuts off access to the mainstream Google Play Store, herding users instead to Amazon's own Appstore with its heavily limited selection of apps and services.
Then there's the hardware, which is no better than mid-range in terms of other new smartphones announced recently. The 4.7in screen is 720p only, the processor is a Snapdragon 800 (though with a decent 2.2GHz clock speed) with 2GB of RAM, and the standard cameras are a par-for-the-course 13MP/2.1MP duo.
The Fire Phone also has a further four cameras placed on the corners of the device, which caused all sorts of speculation in the lead-up to its launch but turned out to be mainly just for the gimmicky Dynamic Perspective feature.
Throw in a limited 2400mAh battery and the lack of a microSD card slot and it's no surprise the Fire Phone hasn't exactly set pulses racing in the US, despite Amazon throwing in a year's Amazon Prime membership, unlimited cloud photo storage for life and access to Amazon's Mayday help service.
Its caused hasn't been helped by Amazon's decision to charge premium-level prices for its debut smartphone, prices which have now been reduced in the US (which tells its own story considering it only launched less than three months ago).
However, if O2's quoted contract price is anything to go by, the Fire Phone isn't going to come cheap at first for us either.
That £33pm figure means total cost of ownership is just shy of £800, which gets you 2GB of data and unlimited calls each month on the network's Refresh plan.
You'll also be able to get Amazon's pyro-themed handset on PAYG and SIM-free, but O2 hasn't announced pricing details yet.