I almost feel kinda sorry for Amazon as it desperately tries to carve itself a slice of the mobile phone market. Having said that, I seriously doubt Jeff Bezos is struggling to pay the rent. Where was I again?!
Aha, yes: Amazon and its dogged determination to get in on the mobile thing. The Fire Phone might’ve fallen flat on its face, but here Team Bezos takes an altogether different approach, with a full-blown mobile phone store, including O2-flavoured contracts.
Arguably an unlikely alliance, Amazon and O2 have seemingly become best pals over the past few months. Big Blue is the only UK network to bother stocking the Fire Phone, and it’s the only network included in Amazon’s own-site pay monthly plans – for now, at least.
Amazon’s O2 contract offers start at, well, £0 upfront for both new contracts and upgrades, but needless to say there’s far too much going on to sum up in one 300-word news story. There are, however, some introductory contract offers on the HTC One M8.
Interestingly, the Amazon Fire Phone is “Locked and for use exclusively with O2” – even if purchased SIM free. That’ll really help with those embarrassing Fire Phone sales (yes, that’s sarcasm you detect, sir).
Of course, Amazon will continue to sell SIM free unlocked phones (Fire Phone aside), alongside its usual PAYG offerings.