Online retailer Amazon is aiming to "whip the crown from Apple" with the launch of its first ever smartphone, the company's CEO has said.
Jeff Bezos unveiled the heavily-anticipated phone, which measures in at 4.7 inches and will retail for $200 (£120).
"It's time to whip the crown from Apple," he said as he showed off the mobile, which is the latest addition to the retailing giant's Fire-branded line of tablets and streaming devices.
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